Heineken has been the most effective official sponsor of the 2011 Rugby World Cup, while All Blacks partner Adidas went under the radar, according to leading industry bosses.
Heineken launched a TV campaign, in tandem with an on-screen ticker, activation in pubs and bars, a large fan zone in Auckland and digital agency Holler's ‘Live Kick’ smartphone app.
Jack Lamacraft, head of PR & events at M&C Saatchi Sport & Entertainment, said the Heineken app was a “tried and tested mechanic”, describing it as a “simple, addictive game and giving it the ‘live’ twist certainly got people talking”.
Holler, MCN and ZenithOptimedia were behind the Heineken app, which has reportedly been used by tens of thousands of people.
Garry Dods, general manager of marketing for Octagon Australia and New Zealand, said the Heineken app has “added value to the fan’s experiences” and is “a really nice piece of utility”.
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