Our idea was to challenge sports fans to decipher a giant sporting illustration in which Barclays Premier League, Aviva Premiership rugby and foreign football teams were hidden.

We created visual representations for each club that would keep sports fanatics playing without being too easy or too hard. The poster had to be interesting enough to send people online to play more.

The game asked users to explore our central image, and type in a name when they thought they could identify the team.

Because the game was deliberately difficult, we wanted it to be fun to play whether you could name all the teams or not. Every answer submitted generated a response, either congratulating them or encouraging them to try again, using sporting language particular to their answer.

We also gave players the chance to save their progress, and to share parts of the illustration with their social net works to help them, thus increasing repeat plays and organic shares.

We know from social listening that sports fanatics loved it to the point of addiction, and the game got picked up by national newspapers and influential blogs without any extra media spend.

With the minimal media budget we did have (under £40K across all channels including outdoor) in 1 month the campaign generated over 2 million impressions, 70,000 unique visits, 15,000 shares, 1.5 million answers submitted and 7,000 people played for over half an hour.