The NRL And VML Launch New Real-Time Activation During State Of Origin

As fans prepare for Game Three of the Holden State of Origin series, the NRL and VML are set to launch ‘Instabilia’ – a real time activation that offers fans on social media the opportunity to own one-of-a-kind Origin memorabilia created instantly as those game-defining moments happen on the field.

Matt Geersen, associate creative director at VML, said, “It’s a natural instinct during any live sporting event to take to social media at the game’s pivotal moments.

“Instabilia creates an opportunity for us to extend the conversation and create a platform that allows the games biggest moments to live on beyond the siren.”

Instabilia is generated in real-time through the NRL’s Mission Control room, and is broadcast across the NRL’s social channels, linking to the live-auction on the home page of eBay and the NRL’s charity eBay store, with all proceeds benefitting Lifeline, one of the NRL’s ‘State of Mind’ (Mental Health) partners.

Aden Hepburn, managing director and ECD at VML, added, “It’s a huge undertaking and exercise in collaboration with the NRL, QLD and NSW teams, the players, VML and eBay, all facilitated through NRL’s social media control room where designers, copywriters, editors and motion graphics artists are creating and publishing “Instabilia” pieces with auction videos just minutes after the moments happen”.

Matt Henry, head of social media at the NRL, said, “Never before have fans had the ability to bid on game-used items in real-time, let alone during the most watched television event in Australia.

“We’re always looking for exciting ways that we can get our fans closer to the game via social media and it doesn’t get much better than giving them a chance to own Origin history in real-time.”

Meg English, eBay Trendwatcher, said, “We’re expecting a huge response from the eBay community to Instabilia. NRL fans put their money where their mouth is with more than $8 million worth of merchandise purchased on eBay in the last 12 months.

“Queenslanders are proving to be the more passionate State of Origin fans according to our sales data, so it will be interesting to see if they are also first off the mark to own a piece of the action.”

The Instabilia campaign kicks-off for game three in Sydney, with items launching on NRL’s social media channels during the game. Fans are able to bid on Origin Instabilia over a five day period to own their own piece of Holden State of Origin history that was generated live during the match.

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