Guinness Six Nations

We used the Guinness Six Nations to celebrate humanity and friendship between fierce rivals. Celebrating how, no matter what nation you’re backing, camaraderie around the sport always prevails over a pint of Guinness.

Using dynamic and innovative formats we created a comprehensive social campaign that lasted the entire Championship and appealed to a broad group of people, without ever wearing out.  

Highlights include:

  • Fans identifying iconic stadiums by their sounds using Twitter and Instagram polls.
  • Geo-targeted social content guiding fans to pubs across Europe.
  • Giphy stickers designed to be added to the iconic head of Guinness.
  • On and off trade sales converted via social and a Deliveroo partnership.
  • Using live data from MatchPint app to gamify activity and drive sales. 

Our comprehensive arsenal of creative succeeded. Guinness was the #1 mentioned sponsor of the Six Nations and #1 beer brand in relation to the rugby occasion.

#1 beer brand
in relation to Rugby
198M
total engagements on social
7.7M
cross platform video views
7.7M
cross platform video views
#1 mentioned sponsor
of the Six Nations
8% increase
positive brand sentiment for Guinness mentions on social Y-O-Y
8% increase
positive brand sentiment for Guinness mentions on social Y-O-Y
#1 beer brand
in general social conversation

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Guinness Six Nations

Our challenge was to use Guinness’ social channels to drive a natural association between rugby and Guinness, whilst enriching the Rugby experience for both die hard Rugby fans and those casual fans more drawn to the social occasion. All whilst putting pints in hands.

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We Are Social

020 3195 1700 talktous@wearesocial.net