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O2 Stare Out / Single consumer

Agency: Archibald Ingall Stretton
Client: O2

Perhaps no sport better captures England's “Never Surrender” attitude quite like the brutal game of rugby. O2 wanted to embrace this attitude while pro­moting its sponsorship of England's rugby team during the Rugby World Cup while also driving brand recognition. A game was created where challengers would pit their game faces against England's best rugby stars: Josh Lewsey, Mike Tindall or Tom Rees. Existing O2 customers who had used O2's mobile Internet to interact with rugby content, Rugby Football Union members and England Rugby Supporters Club members were invited to the “O2 Stare Out.” The online staring contest was the world's first commercial Web camera-based gaming experience. Authenticity was the key of this campaign as competitors sometimes stared down their online counterparts for more than five minutes.

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