Q: How do you get British and Irish rugby fans up at the crack of dawn to watch live matches (and your adverts) on the other side of the world?
A: The Guinness Alarm Call mobile app wakes up fans with a direct alarm call from a famous Rugby player to remind them that a game is about to start
Guinness, a brand deeply engaged in rugby, but not an official sponsor of the Rugby World Cup, is detrmined not to miss out on New Zealand’s party and is running an integrated campaign revolving around its 1759.guiness.com website.
A content-driven platform which, as well as the alarm app, includes links to the brand’s ‘Get Your Team Round’ Facebook app which allows users to invite their friends over so they can enjoy the match together, as well as video blogs from the tournament (including g one from England captain Lewis Moody).
Without any official RWC rights to leverage (or tickets to give away), Guinness has instead linked with The Times Online to run a competition giving away 10,000 subscriptions to The Times Online to fans of the Guinness Great Britain Facebook Page. The Times, of course, is now behind an online pay wall, so the beer brand is offering rich content (including rugby content) through this giveaway.
Of course, the brand does have rights with northern hemisphere rugby’s 6 Nations competition, so there is also a text-to-win competition running on limited edition 8/10/18-can rugby packs of Guinness Draft In a Can.
To enter, consumers simply need to text the code found inside their pack, along with the name of the team they are supporting, for the chance to win tickets for them and three friends to every RBS 6 Nations game of their chosen team during the 2012 competition. There will also be two runner up prizes of a pair of 2012 RBS 6 Nations tickets.
The integrated campaign is supported by a TV commercial, The Flag, featuring two battling factions/teams (Black and Red) playing a form of “Capture the Flag”. The visual creative apes rugby features such as line-outs, scrums and tackles, all running under the ‘Made Of More’ tagline.
AMV BBDO’s creative idea, of course, emulates the life and energy of the famous Guinness ‘surge’.
What better way to solve the challenge of the ungodly early New Zealand Rugby World Cup kick offs than a rugby voiced mobile alarm? Problem solved.
And what better way to get round not having any rights in the tournament than leveraging a brqand’s rights from another tournament in the same sport?