NRL Mission Control

Role

Concept ideation & development, creative & art direction

The project

To push the State of Origin Series into the digital space we launch the “Mission Control Room”, one of the world’s biggest social media installations. Mission Control was the strategic hub to track, engage, report and amplify the conversation around Australia’s biggest sporting event.

The Pop-Up style command centre was manned by 20+ creative, strategy and social staff and backed by Facebook, Twitter, and both the NSW and QLD teams, delivering a unique platform for the most personalised fan engagement in Australian sport.

Along with covering a conversation of well over a billion State of Origin hashtag impressions on Twitter alone, and numerous single, viral Facebook posts that reached over 600,000 unique people in Australia per post, during the game