Challenge
To promote the launch of the new Nike England kit and bring fans closer to the players.
Solution
An online campaign developed and managed by AKQA using Twitter and the #THESHIRT. England fans were invited to tweet messages of support and inspiration. The best messages were then delivered to the players in clever and unexpected ways at their training ground at St Georges Park and in Brazil.
Results
| Direct tweets: | 700 |
| Social media reach: | 1.5 million |