Adidas' Last Man Standing campaign was designed to open a direct channel of communication between Adidas and the All Blacks fans during the historic British and Irish Lions tour. The mobile campaign was integrated into the digital iTV channel and extended the reach of the iconic 'Last Man Standing' TVC which featured stars of both teams playing Bulldog. iTV channel 915 provided expert commentary on the game, information about the Adidas 915 boot and an iTV / mobile game which entered players, via mobile, into a prize draw for Test tickets.