Greene King: Scrum-ber Party

The Challenge

To position Greene King pubs as the place to watch the 2019 Rugby World Cup, and to dominate share of voice at the start of the tournament.

This fed into an overall business drive to better-associate Greene King with sports and to demonstrate its pubs as the ultimate matchday viewing destinations.

 

The Idea

With the 2019 World Cup taking place in Japan, many key kick-off matches were being screened at breakfast time in the UK, including Ireland v Scotland at 6:15am on Sunday 22 September, closely followed by England v Tonga at 11:15am.

With no one relishing such an early start to a Sunday morning, an idea began to form. We could help rugby fans live the dream by converting their local into a dormitory, so they wouldn’t miss a kick, a pass or crunching tackle of World Cup action.

 

 

The Results

  • Challenged to secure five pieces of national coverage with our ‘scrum-ber’ party, we exceeded even the wildest of expectations with 14, including The Metro, Daily Star, The Sun (twice), The Independent , Daily Express, Daily Mirror, Scotsman, Scottish Sun and Irish Sun
  • Three of the national titles also shared the story on their social media feeds
  • National coverage was supplemented by 182 regional hits, leading to nearly one million video views
  • 88% of online coverage also included a backlink from websites with an average domain authority of 48