Heineken have always had a long and successful history in rugby sponsorship and activation. 2013/14 saw the last season of the Heineken Cup in its current format, with naming rights being removed we needed to ensure we did not relent in creating a world-class campaign and engaging content.
We needed an innovative solution to show our deep understanding of rugby despite the 2013/2014 season being the final year of the Heineken Cup as we know it.
We created a TV ad…that looked like a TV ad…but it wasn’t a TV ad. If viewers looked deeper – it was a game. All touch points in this campaign directed people to download the ‘Get in the game’ app and play ‘Heineken Deeper’ on their smartphone.
The game itself was the first smartphone game to use real-time object tracking technology to augment video with on screen action which allowed players to find hidden clues.
90% Awareness of Heineken and Rugby. 2.7% increase in Market Share. 8% Increase in Affinity with the Brand.