Heineken wanted to give rugby fans a unique experience they wouldn’t soon forget for their sponsorship of Rugby World Cup 2016. Working with Rothco, we developed ‘It’s Your Call’, a trade-focused global campaign centred on the coin toss at the start of every rugby game. Historically speaking, the coin toss is the strict preserve of the referee alone — high time to toss tradition out the window!
Heineken gave rugby fans the chance to take part in the coin toss at each of Ireland’s matches of the Rugby World Cup. The idea would see Heineken give actual meaning to its official sponsor status as the campaign rolled out globally.
With the act of tossing a coin being so central to the campaign, we needed a way to engage rugby fans so they could enter the competition. We minted special Heineken coins which were given out with every pint purchased. These coins held a unique code which allowed fans to enter the competition via our ‘It’s Your Call’ coin flip game which we developed. All fans had to do was buy a pint and play at our activations in pubs and off-licences as well as online.
With 3.4 million engagements, the trade-focused campaign was the first of its kind driving awareness of Heineken’s rugby association by 33%.
Produced while working in Produced while working at Guns or Knives.