NRL launches 'Instabilia' real time auction during Holden State of Origin
As fans prepared for Game 3 of the Holden State of Origin series and took up their seats at ANZ Stadium the NRL, in partnership with VML Sydney, launched ‘Instabilia’ – a real time activation that offered fans on social media the opportunity to own one-of-a-kind Origin memorabilia created instantly as those game-defining moments happened.
Says Matt Henry, Head of Social Media at the NRL “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.”
The activation generated memorabilia within seconds of the biggest action moments unfolding on the field through the NRL’s Social Media control room. As the Instabilia was generated, it was broadcast in various formats 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.
The Instabilia campaign is live now on eBay and ends on Monday 18th July. Fans are able to bid on some of the game-used items featured in the biggest moments of the iconic Game 3 of the Holden State of Origin series such as:
• Johnathan Thurston’s signed game-used head gear
• Cameron Smith’s game-worn mouth guard
• James Maloney’s signed kicking tee
• Darius Boyd’s signed game-worn Jersey
• Sam Thaiday’s game-worn boots
• Michael Jenning’s match-winning shorts
• Official Game-used match ball
• Sam Thaiday’s signed locker room name-plate
And many more items all available at http://stores.ebay.com.au/NRLStateofOrigin in proud support of Lifeline.