WHAT’S GOING ON?
The Heineken Cup final was coming to Dublin. As well as painting the town green we needed to immerse the nation in the experience and shift the direction of the sponsorship from awareness & association to engagement & participation.
Heineken Cup: Get in the Game DESIGNING FOR THE COLLECTIVE
We created a responsive gaming website that provided currency for users to engage in online. This immersive experience delivered various challenges from arcade-style games (‘Conversion Challenge’ and ‘Catch’) to test players reaction skills, to trivia quizzes and match predictors that measured their foresight and knowledge of the game. Conversation: With this platform the more players which participated, the more rewards they gained and kudos they earned as their successes could be shared peer-peer on social media.
WHY DOES IT MATTER TO PEOPLE?
We know18-34 males. He’s a MultiScreener. TV presents a Shared Experience. He likes to Stay Connected in real-time time. He’s Socially charged and he is an Avid Gamers .
DELIVER TO THE INDIVIDUAL
HOW DID WE ENCOURAGE DISCOVERY AND LEVERAGE MOBILITY & PLACE?
The TV & OOH message included an end frame directing to the online experience. Digital formats were delivered at scale to target users online, while Paid-for search and Facebook triggered the spread of conversation. We utilised tactical press, radio competitions, digital and mobile ads on key match weeks to keep our campaign relevant in rugby communities as the tournament heated up. For the final we wrapped the airport arrivals terminals and partnered with the Irish Times to create and distribute a Heineken Cup souvenir booklet. Newstalks weekend sport show broadcasted live from the Heineken fan zones. We captured fan sentiment with the social tracker that showcased local fan mentions and support for the competing teams.
OUR IDEA
Fans want to dig deeper and experience more than the game. Heineken needed to bring the entertainment of match days beyond the 80 minutes on the pitch and onto fans’ mobiles, computers and into pubs and homes across the country.
HOW DID YOU CREATE CURRENCY, CONVERSATION, CONTENT & COMMUNITY
WHAT HAPPENED
HOW DID WE CONTRIBUTE TO GROWING CLIENT BUSINESS
We got Ireland to ‘Get in The Game’! ENGAGEMENT RESULTS DIGITAL: 99,549 fans clicking through to the gaming site SOCIAL: Heineken Cup Final Social Tracker measured over 200,000 tweets & were seen by 15,000+ rugby fans . GAMING/DIGITAL102,717 online game plays with high involvement (average 28 game plays per user + pub goers engaging with GITG in-pub (over 200 hours of play time) VOLUME Heineken Cup Final event activation accounts showed +59.1% volume growth YoY in May 2013