Greene King: World Cup

The Challenge

To ensure the 2018 World Cup delivered a significant impact on like-for-like sales for pub and brewing brand, Greene King.

As part of this, the business wanted to dominate share-of-voice in earned media throughout the tournament.

 

The Idea

We recognised that earned media coverage would hinge on an agile newsjacking approach.  At this stage, no one thought England would get through the group stages but we were braced for the best and, as the team progressed through the knockout rounds, we moved to holding daily morning brainstorms, seizing every opportunity the tournament presented.

This saw us supplying goal reactions to key media, changing the name of Kane’s local from the Golden Fleece to the Golden Boot, and renaming the Southern Cross, near the waistcoat-wonder’s place of birth, to the Southgate Cross.

 

The Results

  • Seeing is Believing
    • Our goal reactions were picked up the MailOnline, Sun and, incredibly, Match of the Day
  • Golden Boot
    • Coverage included the Evening Standard, Daily Star, the viral juggernaut that is Joe, plus both The One Show and Sky News
  • Southgate Cross

 

The Awards

  • CIPR Midlands PRide Awards
    • Silver Integrated Campaign