As the technology sponsor of the British & Irish Lions tour to Australia, Microsoft decided to connect rugby fans on opposite sides of the world.

Microsoft dug a hole through the earth from Britain to Australia. Fans usually stranded a world apart, were thrilled to engage their rivals. They slung insults, sang songs and for the first time in a 200 year rivalry were able to face off.

32,600 fans rushed the hole and our audience grew to 50 million with coverage on broadcast news. The experience gave Microsoft the exposure they needed for the sponsorship and their brand. We took a brand that’s associated with being “inside the computer” and created an experience that resonates with peoples lives.