World Wheelchair Rugby Challenge


Use the BT WWRC to demonstrate BT’s ability to connect people with new experiences and communities in innovative and valuable ways.



We turned the BT WWRC into a state-of-the-art connected content experience. Throughout the event a raft of rich real-time content played out across BT and WWRC’s social channels, bringing a whole new dimension to the fan experience both inside the Copper Box and beyond. We educated new fans with Twitter rule cards; we equipped wheelchairs with ‘SmashMeters’ and published ‘G-Force Impact Data’ live as the big hits happened; we replayed the big moments with the help of Grabyo technology; and we managed the matchday social feeds. All wrapped up in a dynamic visual identity that presented WWRC as a premium, future-facing event.


We turned a niche sport into a mainstream experience by sending reactive live social content far and wide. We amassed over 1.4 million impressions and 420,100 views of the ‘SmashMeter’ clips. BT content achieved 60% of the total views compared to the host broadcaster, ITV4.