With Triple M taking GIO directly to the heartland of NSW Blues fans, on-air and online, Triple M rallied the troops and inspired supporters to interact with the campaign microsite.
The campaign gained momentum, with Fuel the Fire messaging surrounding the Grill team on-air in the lead up to the first two State of Origin games. During the two weeks leading up to each game, Fuel the Fire messaging dominated breakfast and the credits became talking points themselves about how the Blues would perform. The Fuel the Fire conversation continued across the day in The Rush Hour, another NRL dominated environment.
A Fuel the Fire campaign video fronted by New South Wales Origin legend and Grill Team host, Mark Geyer dominated the Triple M homepage via an interative rich media billboard where fans could view the clip and tweet their own fuel. 'GIO' owned the NRL section of the Triple M website. Fuel the Fire content was created for online and amplified with the credibility of the Grill Team's social communities.
GIO's hastag #fuelthefire was added to Triple M Origin social media content to ensure it was trending throughout the State of Origin. The campaign hit a peak with Origin game 2 as the Blues dug deep, took on board all the fire collected across the campaign, and won their first State of Origin in almost a decade.