Genius Ideas Needed

Hey  Sorry if this isn't where this is meant to be..... I started my work experience this week with a Tech PR/Marketing firm in London, and it's great. I've been tasked with the imaginary project of launching the new iPhone coinciding with the first match of the Rugby World Cup, both suggested to be the 18th September. I have to present how this would happen, with press releases etc, but I'm stuck - i need a USP, so to speak. My idea is that with Apple Pay, one would be able to remove the need for a paper ticket in the venue, and tying up with O2, get you lots of free data, as such free marketing. Any other ideas? There's the indication that should I impress the management I'm presenting to, there's the potential for a job in the future, as speaking to others in the office, it has happened before. Any help would be great guys, thanks!