Guinness Six Nations Alcohol Guinness United Kingdom
Guinness Six Nations
Scroll DownThe Brief
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. We needed to drive association between Guinness and rugby, enrich the rugby experience for fans, and give meaning to the sponsorship by authentically owning the rugby occasion during the Six Nations.
STRATEGY
The 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 make the Championship so special.
EXECUTION
Six weeks of activity required a host of activations that could entice and engage both die-hard Rugby fans and those less obsessed with the game, Rugby flirts.
From animated stories of humanity and friendship, to reactive community management via our bespoke War Room, dynamic social ads and key partnerships with the likes of Deliveroo, this campaign consisted of multiple activations which helped Guinness to solidify their association with rugby.