Using their Facebook page (www.facebook.com/WelshRugbyUnion) the WRU are giving the fans the chance to reveal the new kit early - with Likes for the page dictating how much of the kit is revealed ahead of the official launch.
The application (www.wru.co.uk/youdecide) will reward every 5,000 Likes with a further part of the redesigned kit revealed to the fans and when they reach 70,000 likes the shirt will be completely revealed - even if this is ahead of the official launch.
The 'You Decide' Facebook application, developed in association with Digital Sports Agency Sotic (www.sotic.co.uk), also offers fans the opportunity to see exclusive behind the scenes videos as the campaign continues, offers the ability to pre-order the shirt from the WRU's official online store, or to find their nearest stockist on an interactive map.
The new design will be worn for the first time when Wales take on England and Argentina in the RWC warm-up matches scheduled this summer, will feature at the World Cup in New Zealand and be the pride of Welsh rugby fans and players alike for the next two years.
"The campaign shows how the Welsh Rugby Union have embraced the idea of interaction with their supporters through social media channels," said Sotic's Head of Content Jonathan McConnell.
"The WRU are one of the first International Rugby Nations to offer exclusive content via social media and we will be working closely with them in the build-up to and beyond the Rugby World Cup to increase their fan base both on Facebook and on other social media platforms"
"We have taken the decision to try something different with this kit and reveal it exclusively to fans before anyone else gets to see it," said WRU Group head of marketing Craig Maxwell.
"This kit is going to be a unique product on the world market and the patented designs from Under Armour have taken the science behind producing elite sports clothing to a whole new level.
"We think the design is something to behold and by utilising the social networking sites we are trying to give the jersey straight to the fans - who will of course be quick to let us know what they think of it.
"For the first time this world cup kit will be worn both before and long after the tournament has finished - obviously without the RWC logo - meaning it also has increased value for our fans who can wear it right into the 2012/2013 season and remain bang up to date."
Visit www.wru.co.uk/youdecide to see how far the fans are with the bid to reveal the new shirt