This was created and shared as a reactive post within a few minutes of England winning the 2016 Rugby Grand Slam. Critics had been vocally sceptical of the team’s chances of success before and during the tournament. The post was was shared on Guinness UK’s Facebook and Twitter pages, and within 18 hours it had gained 53,000+ Facebook likes and just under 5,000 organic shares. (It reached 3.9 million people, but this was assisted by spend.) For the purposes of this entry we are including a screenshot of the Facebook post, and a movie file of the .gif format that was posted to Twitter.