Seven Different Kinds of Smoke Takes a Rugby Ball on a World Cup Trip

Seven Different Kinds of Smoke (7DKS) is helping DHL take a rugby ball through 45 different countries from Cape Town all the way to London in time for the rugby world cup, probably one of the most ambitious sponsorship campaigns for Rugby world cup.

Each week, Seven Different Kinds of Smoke receives content that is shot by a traveling production team. 7DKS then finishes off the edit and then uploads it to you YouTube. A YouTube media budget is then allocated to each video, and 7DKS  has to be very clever with media optimisation so that they can get as much reach and as many views as possible each week – the record is over 900, 000 views so far.

The campaign has successfully achieved over 7, 000, 000 views since September - Making DHL's 'Africa as One' the second most viewed channel in the world for the mail and shipping brand category.