Diageo-owned stout and Six Nations title sponsor Guinness enhanced its tournament activation programme for the 2022 Six Nations with a multi-platform marketing push led by its web and app based ‘Match Pint’ initiative.
The title partner and the ‘Official Beer of Rugby’s Greatest Championship’, Guinness is a long-time supporter of rugby union and uses its rights and links to the sport to ‘champion supporters, players, the tournament and rugby itself’ through its activation which sets out with a mission to help fans ‘get the most from the game’ and ensure an ‘epic match day experience whilst enjoying a great pint of the black stuff’.
Guinness’ activation programme spans a series of live events, plus a sports quiz, kick-off calendar, and a prediction tool, as well as plenty of social sharing and prize giveaways and for the 2022 tournament it is centred around the Guinness ‘Match Pint’ web hub and mobile app, plus linked Instagram and Twitter feeds.
The digital and social media led ‘Match Pint’ activation strand urges viewers, drinkers and rugby fans to download the @matchpint app – via the App Store of Google Play – to find your new favourite local pub, fan zone or other venue which is both showing the games and serving Guinness.
Pubs with Guinness Six Nations.
Download the @matchpint app to find your new favourite local. pic.twitter.com/xZNBrsdaLv
— Guinness GB (@GuinnessGB) February 4, 2022
This year the website (which is linked to the tournament’s official online site) and mobile tool comes complete with a sports quiz and an added ‘Pint Predictor’ game outcome strand which encourages and incentivizes app usage by offering users a chance to predict the scores of each game, beat your friends and family and to win complimentary pints of Guinness.
As well as it’s pouring rights, player access and use of official logos and marks, Guinness also runs in-stadium and around-ground supporting street activation, plus the brand promotes online and on-premises rugby-related ordering and assets.
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