Leveraging Rugby Partnerships

Diageo

Overview

Name a more iconic duo than Guinness and rugby – we’ll wait.

For almost 20 years we’ve been working behind the scenes, helping establish the partnership by expertly managing promotions.

For November’s Autumn Internationals, the challenge was to break the lines (achieve cut-through) in off-trade.

Supermarket shoppers had the chance to ‘WIN 1000s of rugby prizes’, like Six Nations tickets, signed merchandise and rugby gear. All they had to do to enter, was ‘Text to win’ – the word ‘RUGBY’, a unique code from inside the box and their date of birth.

Our impartial ‘winning moments’ algorithm meant they could be texted back instantly, with winners receiving a URL directing them to the prize microsite. Here, useful details were collected and there was an option to fill in a marketing survey.

Project

Guinness Win Rugby Prizes

Client

Diageo / Geometry

What We Did

Build prize structure, prize management, limited financial exposure

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