Qantas - The Mane Event

Qantas - The Mane Event

Microsoft search engine Bing and Qantas Airways have launched a five episode branded content series, The Mane Event, to coincide with the British and Irish Lions Rugby Tour of Australia.

Bing and Qantas have searched the UK and Ireland for rugby’s ultimate supporters to join The British & Irish Lions on Tour to Australia this summer.

Four passionate and pattriotic rugby fans from Englend, Ireland, Scotland and Wales won the price of a lifetime and the Mane Event, created by The Hallway, follows the four die-hard Lion fnas as they travel through Australia, after winning return flights from the UK with Qantas, taking on local Wallabies fans in a series of unusual challenges that test their skill, determination and pride.

Director of the series, and The Hallway’s creative partner Simon Lee said

The Mane Event has the makings of a highly entertaining story. Whether it’s at rugby, tiddlywinks or sheep shearing, sports fans are inherently competitive. When you add national pride and a timeless rivalry to the equation, along with a pinch of comic tension, you’ve got some great ingredients to work with.

The Mane Event videos are being broadcast on Qantas’ in-flight entertainment system and its website is being promoted on the MSN homepage in the UK. On YouTube, the first episode reached 60,000 views, yet subsequent ones haven’t had the same reach.