To create online excitement around Guinness PRO14 Final, Diageo tasked Verve with creating an exciting once in a lifetime competition to give something back to the fans and to generate a list of rich email data.
What we did:
The Guinness Rugby Hotel was born. Verve kitted out the Diageo corporate box in the Aviva Stadium in the style of a premium hotel room that looked and felt quintessentially Guinness. The winner stayed there the night before the PRO14 final and woke up to the best seats in the house.
The campaign was socially led, with data capture at its core and lived on PRO14 channels, Guinness brand channels, on Rugby channels and was supported by Guinness marketing emails.
63,000 Competition landing page hits
25,544 Competition entries
14,800 Email marketing database signups