GUINNESS Rugby
Our role
To enhance the experience of Irish Rugby fans within a digital community that unites their passion and support.
Challenge
To use digital channels to deliver an enhanced rugby experience in a manner that only GUINNESS could.
Solution
“Insights from Inside the Ireland Camp” – the creation of a GUINNESS Rugby supporters Ireland community to which players delivered regular updates and value adding content. Delivery of multiple distribution channels to include guinness.com, an iPhone app, YouTube, Twitter and Facebook. Additional activation of the community was achieved through recruitment and live streaming of supporters’ nights, competitions, newsfeeds and a multitude of brand utility tools contained within the Guinness Rugby iPhone app.
Target Group
Digital savvy male GUINNESS drinkers aged 24-35.
Highlights / Awards
The creation of a community of 40,000 rugby supporters and over 45,000 engagements between the Irish rugby players and the fans.
