SITUATION
Guinness Foreign Extra Stout brand has a historic association with football and is constantly looking for avenues to build this association in the minds of consumers, as well as driving consumption and conversation to the brand. One of its initiatives to achieve this is the Guinness Fan Zone: a collection of match viewing centres across Nigeria.
TASK
C&F Porter Novelli was tasked with generating awareness and excitement about the Guinness Fan zones. The Agency also provided support for the Guinness Fan zones during the 2016 EPL football season.
APPROACH
C&F Porter Novelli created the ‘Match Day Made of Football’ campaign to encourage the target audience to share their match day experience with Guinness and drive advocacy through word of mouth. The hub of the conversation was online, using hashtags: #MadeOfFootball, #AreaMadeOfFootball, #CityMadeOfFootball and content in videos, editorials, and pictures to showcase activities at the match viewing centres. Influencers on Radio, Facebook, Twitter, Instagram, and YouTube joined the campaign to drive the RESULTS
The outcomes included filled-up venues at the Fan zones, over 20 million impressions on social media, and over 150 positive media reports on TV, newspapers, blogs, news sites, and radio. conversation on the Fan zone venues and activities.