#AllBlackSnap
When people arrive at a game, they find their seats and then take the obligatory stadium selfie before the action begins.
We realised we could make use of this mass behaviour to directly bring fans, Steinlager and the All Blacks closer.
We changed the label on Steinlager beer bottles to hold All Blacks’ numbers.
Now every beer represented a player on the field, and a way for fans to win.
Simply posting a selfie with the beer and #AllBlackSnap was all that was need to enter.
So if number 10 scored and you were holding number 10 beer, you were in to win instant prizes delivered live to your seat,
and be in the draw for the grand prize of $10,000.
As the game progressed we updated fans with the score live via Twitter and Facebook.
During the game we monitored all of the social channels to collect all of the entries and draw winners live.
We transformed the tiny label on Steinlager’s bottle into the most powerful media space in the stadium. A total of 115,000 fans in the stadiums became a media channel that reached over a quarter of the population of New Zealand.
• In just 3 games, we reached over a quarter of the population of New Zealand despite alcohol laws
restricting us to only advertising the promotion within the stadiums.
• Up against a global sponsor who features on the All Blacks jersey, Steinlager’s share of voice was 91% during each game.
• Steinlager’s Twitter followers increased by 500%.
• Best of all and for the first time ever, Steinlager sold out at Eden Park, New Zealand’s biggest stadium.
• In just 3 games, we reached over a quarter of the population of New Zealand despite alcohol laws
restricting us to only advertising the promotion within the stadiums.
• Up against a global sponsor who features on the All Blacks jersey, Steinlager’s share of voice was 91% during each game.
• Steinlager’s Twitter followers increased by 500%.
• Best of all and for the first time ever, Steinlager sold out at Eden Park, New Zealand’s biggest stadium.
