Interactive ad: TAB: Blocker the Psychic Roach

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Brief: New South Wales betting agency TAB wanted to increase bets on first try scorers during Australia’s 2013 State of Origin rugby league series.Solution: AnalogFolk introduced NSW to a psychic cockroach (in homage to the NSW team mascot and Aussie footy legend Steve Blocker Roach) who could help fans choose the best NSW player to bet on through LIVE, personal predictions online.Blocker made live predictions every single minute in the days leading up to Origin matches. We built him a model stadium outfitted with a sophisticated roach-tracking app we developed in-house. A launch video told the story of how Blocker was discovered by a quirky NSW superfan from Newcastle. Blocker talked footy with fans and influencers on Twitter and Facebook and reacted to the games in real time.
Those lucky enough to get a personal prediction could share and relive the moment through a personalised video and webpage.His first official prediction proved to be correct, landing him appearances on websites, in publications and on TV news.Blocker stirred up heaps of NSW pride and inspired fans to bet it's just a shame he couldn’t help the team win.