Reshaping Rugby – The World’s First TikTok Final

Rugby is New Zealand’s national sport, but the women’s game wasn’t getting the exposure it deserved. As proud sponsors of Super Rugby Aupiki, New Zealand’s only major women’s rugby tournament, 2degrees flipped the script, and the screen, to take the game to new audiences.

The World’s First TikTok Final was the first of any sport, anywhere in the world to produce, shoot and broadcast a live sports event in vertical format. As part of the experience, fans could comment, interact with commentators and vote on in-game action live on TikTok.

On Saturday, April 13 2024, as the Blues and Chiefs Maunwa took to the field, a bespoke production team, vertical camera crew and seperate production van clicked into gear, throwing everything they knew about traditional TV broadcasting out of the window for 80 groundbreaking minutes.

Fans all over the country tuned-in to the Super Rugby Aupiki final on their mobile handsets to engage with women’s sport like never before.

Social, Innovation, Digital, Activation, PR, AV, OOH

Best Use of Events and Stunts – Silver
Use of Digital Platforms – Silver
Sponsorships & Partnerships – Bronze
Digital – Bronze

Best Use of Mobile – Bronze

Sports – Gold
Best Sponsorship/ Partnership – Silver

Innovation in Social – Bronze
For Good – Positive Change – Bronze
Commericial – Bronze

Grand Prix
Best Media Partnership – Gold
Best Integrated Campaign – Gold
Best Experiential or Event Campaign – Silver

Positive Change – Silver
Content or Social First Campaign – Bronze

Media/Social – Shortlisted