01/03/2021

Guinness OOH, Social, Contests & Food Tie-Ups Leverage Behind-Closed-Doors Six Nations

As the 2021 Guinness Six Nations continues without fans in stadiums, title sponsor Guinness ramped up its advertising around the tournament through a combination of outdoor and online activations across the UK and Ireland (in addition to its rights package in-stadium, media backdrop and bumper logo presence).

 

The major OOH campaign strand began just ahead of kick-off with prominent large formats promote Guinness’s overarching campaign message ‘Hope Rises’ as the stout brand continues to build awareness and familiarity of its sponsorship.

 

As we as the flagship giant posters, digital POS formats are engaging Irish audiences with rousing rugby-related messages like ‘Bring it Home’, ‘Grab a Guinness’ and ‘Settle into the Match’ with these ads strategically placed in high fan footfall locations and activated at key consumption periods.

 

These digital screens in key retail and off-trade spaces seek to ensuring reach and to promote purchase consideration.

 

The digital outdoor campaign ran nationally across Ireland through the tournament and was creative was produced by AMV BBDO and Geometry and media was planned by PHD and Source Out Of Home.

 

“Working in partnership with PHD and Diageo we are delighted to kick off this campaign for Guinness and celebrate its position as title partner of the Guinness Six Nations 2021,” said Source Account Manager Scott Molloy. “The placement of the OOH ads and selection of formats brings the brand’s sponsorship to the fore and closer to audiences as they begin to stock up ahead of the weekend games.”

 

While its online activity spans several activation strands led by a #PreGamePour contest which offers fans watching from home a chance to win an ‘Ultimate Guinness Gameday Bundle’.

 

The competition runs each week during the tournament and invites fans to share pictures of their best pour of Guinness on social media with the hashtag #PreGamePour to be in with a chance to win a gameday bundle of products and giveaways (including glassware, recipe cards, branded clothing and snacks).

 

 

 

Guinness is also staging a range of experiences that fans can enjoy from home in an activation strand focusing around its Facebook portal.

 

These include a partnership with MOB Kitchens for a Facebook Live real-time ‘Cookalong’ with rugby legends and brand ambassadors Ugo Monye (England) and John Barclay (Scotland) to help fans get ready for the game from home.

 

 

In Ireland the brand is running a food order/delivery partnership with Dough Bros.

 


 

While, as well as game-related social media commentary, other tournament linked social content included a focus on equality and diversity with posts including a tribute to the first woman to officiate at a Six Nation’s game Joy Neville and an inclusivity message from rugby referee Nigel Owens.

 

 

 

 

The social content also seeks to drive viewers to the brand’s online site where they can ‘get match ready’ and buy their Gameday Guinness online.

 

Neil Shah, Head of Guinness GB, said: “As we head into our third year as title partner, we’re committed to bringing the essence and atmosphere of the Six Nations to the homes of fans. So, wherever our fans find themselves, and whoever they’re tuning in with, we look forward to sharing with them in the excitement of this great Championship”.

 

 

Links:

 

Guinness

https://www.guinness.com/en-gb/

 

Six Nations

https://www.sixnationsrugby.com/

 

 



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