Heineken's Hidden-Camera 'Jonah Machine' Extends RWC 'Coin Toss' Work in Ireland

Following the July launch of global Rugby World Cup ‘It’s Your Call’ campaign, late August saw the official tournament beer roll out an local Irish RWC activation strand in the form of a hidden-camera style stunt called ‘The Jonah Machine’.

This prank practical joke, which was shot by a concealed camera hidden in a Dublin bar, revolves around unsuspecting patrons winning eclectic prizes via a Heineken games machine created especially for the campaign.

Hidden inside the bespoke machine was RWC winner and All Blacks legend Jonah Lomu – signing rugby balls with special messages for the unsuspecting recipients.

The drinkers remain bemused and confused about the secret stunt right up until Lomu’s replacement, ex-Ireland star Shane Horgan, arrives to relieve him.

The initiative, developed with creative agency Rothco, launched on 26 August and aims to encourage Irish rugby fans to take part and win a chance to flip the coin at Ireland’s pool games and quarter finals.

Following on from this stunt launch, bespoke Heineken machines – allowing customers to play ‘call the toss of a coin’ and win prizes (from Heineken merchandise to the unique experience of flipping the coin for the match toss at the Irish pool games and quarter finals – will appear in pubs and off licences right across Ireland in the build up to the tournament.

‘The idea behind the “It’s Your Call” campaign is a celebration of the unpredictable nature of rugby,’ explains Rothco senior art director Ray Swan.

‘Standing shoulder-to-shoulder with Rugby’s elite for the local campaign was an honour; putting them in a small box was the icing on the cake!’

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This campaign has distinct echoes of previous sponsorship stunts that revolved around famous sports star ambassadors hidden within machines to surprise customers – such as McLaren F1 sponsor Santander’s Christmas cash-point #SecretSantander campaign with driver Jenson Button (see case study).

This local Irish initiative rolled out around a month after Heineken launched the core phase of its global ‘Heineken Legends – Its Your Call’ campaign’ – offering rugby lovers across the world a chance to flip the coin at the beginning of their respective games.

At the forefront of this was a TV commercial that was also fronted by Lomu (along with South Africa’s World Cup winning captain John Smit).

As part of its package as the tournament’s ‘Official Beer Supplier’, Heineken has exclusive rights to the coin toss at every RWC match and the new spot revolves around this tradition.

See case study.

While fellow endorser Horgan’s cameo follows his appearance in Heineken’s early August ‘The House Hunt’ campaign.

This saw him put Irish rugby fans to the test in the search for the ultimate roommate, as rugby loving accommodation hunters were invited for a viewing in the much sought-after Alto Vetro complex.

Links

Heineken Rugby Website:

www.Heineken.com/rugby

Heineken Twitter:

https://twitter.com/Heineken

@heineken

#ItsYourCall

Heineken YouTube:

https://www.youtube.com/user/heineken

Heineken Facebook:

https://www.facebook.com/heineken

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