Leveraging Rugby Partnerships

Diageo

Overview

We have worked with the Guinness team for almost 20 years, covering every promotional mechanic you can imagine.

Their strong association with rugby means that we are often looking to leverage this rugby partnerships and always on the lookout for great prizes and techniques to engage rugby fans and retailers.

With rugby buzz around the Autumn Internationals in November, the challenge was to achieve cut-through in an off-trade environment.

This on-pack ‘Text to win’ promotion ran in supermarkets around the Autumn Internationals with an unmissable headline ‘WIN 1000s of rugby prizes’.

Prizes included: Six Nations tickets, signed merchandise, rugby balls and rugby gear (socks etc)

Consumers simply text in RUGBY, the unique code printed on the inside of the cardboard sleeve and their D.O.B.

Winners were chosen by a ‘winning moments’ algorithm, meaning consumers were texted back instantly to be informed of whether they had won.

Those consumers who had won, received a URL within the text directing them to an online microsite to claim their prize. Here their address details were collected and there was an option to fill in a Marketing Survey about their relationship with Guinness.

Prizes were distributed fairly and randomly across the promotional period via the winning moments algorithm.

And to ensure absolute fairness, at the end of the promotion a ‘Sweep up’ draw was run for unclaimed prizes.

Project

Guinness Win Rugby Prizes

Client

Diageo / Geometry

What We Did

Build prize structure, prize management, limited financial exposure

Leave a Reply