Greene King: Psy-Kick

The Challenge

To drive national awareness of Greene King’s Match Day Predictor game ahead of the return of the Premier League football season.

Offering players the chance to win instant prizes by correctly predicting everything from first goalscorer to time of first goal, the Match Day Predictor game is exclusive to users of Season Ticket – Greene King’s loyalty app, which gives users 10% off selected drinks before, during and after key televised sporting events.

Driving awareness of the app was central to the brief, as was reinforcing Greene King’s position as “The Home of Pub Sport”, as well as reassuring customers of their safety and comfort when visiting the pub to watch sport.

 

The Idea

Recognising a need to have the premise of the app’s game at the heart of any PR campaign, we proposed that Greene King appoint the world’s first ‘Psy-kick’ to help punters predict the outcome of football matches nationwide.

A suitably captivating candidate was found and a prediction booth installed in pub, where our striking Psy-kick sat with her crystal ball, imparting her percipient predictions.

The Results

  • Challenged to drive national awareness of the app and game, we more than delivered with 14 national hits, including the Daily Express, The Sun, The Mirror, The Independent, Daily Star, Metro and MSN
  • 62% of coverage included the key commercial message of “download the Season Ticket app to play the new predictor game”
  • Briefed to reinforce Greene King’s position as “The Home of Pub Sport”, we hit gold with the campaign featured in five separate transfer news live feeds on The Sun the night before the first games
  • 100% of coverage also included the key message of “Greene King pubs are the best place to watch the Premier League”