For the first year of Guinness’ title sponsorship of the Six Nations Championship, there were three clear comms pillars that were the primary objectives for the social media campaign:
Drive association between Guinness and rugby Enrich the rugby experience Give meaning to Guinness by authentically owning the rugby occasion during the Six Nations
STRATEGYThe Guinness Six Nations campaign was built around reaching and engaging two key audiences: fans, and flirts. Fans being those people that live and breathe rugby; flirts being the audience that are not necessarily big rugby fans, but get excited by the big games and the experience around them.
We Are Social devised and executed a dynamic and wide-ranging campaign that stretched across the six-week Championship period to reach and engage both of these audiences. In the face of fierce rivalries, our social creative celebrated the humanity and friendship among players and fans that makes the Championship so special.