On the 23rd November 2013, sporting history was made. The All Blacks beat Ireland to win their 14th consecutive match becoming the first rugby team in the professional era to go through a season undefeated. As major kit sponsor, adidas wanted to celebrate this achievement. How do you capture this momentous success in a single post, making it easy for All Blacks fans to share their pride?
Our answer: A single letter. W. Within minutes of the victory, we changed the all blacks official URL to wwwwwwwwwwwwww.allblacks.com. 14 W’s, each representing a 2013 win with the details of each victory. Our ‘all undefeated’ post went live on the All Blacks and adidas rugby social channels reaching over 2.7m fans. Adidas surprised fans and played a relevant role in the celebratory conversation. Within 12 hours it was the most shared branded content on the All Blacks Facebook and Twitter pages, ever.