GUINNESS B&I Lions Tour 2005
Challenge
Leverage the Guinness sponsorship to engage with fans at home and on tour through the craic of rugby.
Solution
The GUINNESS 16th Man' campaign was developed to highlight and celebrate the important role played by fans. Activity included 'Fans Song For The Lions' competition hosted on the Guinness microsite. A 'Top of the Props' rugby karaoke competition to find a 16th man choir. Partnership with the Barmy Army to produce songbooks for fans both in UK and on location in New Zealand.
Results
Experiential activity during the period was seen by 140,000 fans and built affinity by giving them ‘something back’ from Guinness. Over 1200 entries to 'Song For The Lions' in a two month period. Guinness moved to the number 1 alcohol brand in rugby.