For Microsoft’s sponsorship of the British & Irish Lions rugby tour to Australia, we reached rugby fans by using Microsoft Excel to create live ads that followed the tour. Data was captured on-screen in real-time as each game played live. The data was used in Excel to generate 3D graphs for ads to appear in the very next edition of the newspaper alongside the match reports – for every single game. Over 45 individual ads were created on-the-fly. With over 15,000 website views, over 4000 mentions in social media, and more than 6.8 million earned media impressions, the campaign reached over 2,676,000 UK rugby fans and Microsoft’s fan-base increased by 7.5%. We made spreadsheets relevant to sports fans. And the Lions won the tour – but we had nothing to do with that.