To challenge the perception of badminton among the target audience and increase awarness of the PlayBadminton online portal.
Shortlisted for the Sport Industry Awards 2012 - Best use of Digital Communications in sport.
Fully integrated campaign across:
Digital -Augumented reality game, mobile, website, widget, i-frame
Social media -Youtube, Facebook, Twitter
Experiential -'Beat Pete' shuttlecock speed challange in major train stations
PR -Extended campaign awarness via the Telegraph Online, SkySports.com and blogs
177000 views on Youtube
96000 exposure on Twitter
45000 new visits to PlayBadminton
2192 competition entries
955 new Facebook fans