GUINNESS used their international rugby sponsorships to engage consumers to drive group drinking occasions during the November 2010 Autumn International series and the 2011 RBS 6 Nations.

Iconic and inspiring international rugby ambassadors – Lewis Moody, Lee Byrne and Sean Lamont – featured in an above-the-line and point-of-sale campaign as well as providing unique content for GUINNESS social media channels through video diaries and live webchats.

Synergy worked with a cross agency group to create a personalised invitation from England captain Lewis Moody, enabling fans to physically get their ‘team’ of mates together. The Facebook application allowed consumers to personalise a team talk from Lewis Moody and arrange where they would meet to watch international rugby.

Synergy also developed GUINNESS FanFinder, a high resolution 360-image of the entire stadium that allowed fans to zoom in to find themselves and their friends, take a snapshot, tag and share it on their social networks. The campaign lead to the brand’s highest ever share in the beer market in March 2011.