As fans prepared for Game 3 of the Holden State of Origin series, we created a real-time activation that offered fans on social media the opportunity to own Origin memorabilia created instantly as those game-defining moments happened on the field.

All proceeds went to the NRL partner charity 'Lifeline', and the NRL used its social media feeds to announce that the auctions had opened as each item went on sale, with fans urged to get online and bid before the game ended.

Instabilia gained national media attention and extraordinary reach with minimal media investment, and best of all - items sold for up to 12 times more than traditional 'official' memorabilia.