IBM - Understanding the mindset of England players

IBM and RFU teamed up with Telegraph Spark to produce a campaign focusing on the unique personality traits of international rugby players, including an interactive personality quiz, exclusive insight from World Cup winner Matt Dawson and video featuring some of the current England squad.

Brand: IBM

Platform: Cross platform

Agency: Mindshare 

Date: November 2018


  • The game utilises IBM Watson Personality Insights to help determine which rugby union position best suits a user’s personality
  • Rugby World Cup winner and Telegraph columnist Matt Dawson provides exclusive in-depth analysis of England players’ mindsets and personality traits ahead of and during the crucial autumn internationals
  • Digital activity also includes a prize draw giving users the opportunity to win tickets to one of England’s home international

See the partnership here

by Jessie Sampson 22/11/18

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