To celebrate 25 years of Six Nations rugby, Greene King partnered with England rugby legend Danny Care for an unforgettable campaign. Highlighting iconic moments like Brian O’Driscoll’s 2000 hat trick, Ronan O’Gara’s 2009 Grand Slam drop goal, and Duhan van der Merwe’s 2023 solo try, the campaign celebrated the passion and drama that have defined the tournament. Danny Care marked the milestone with a daring stunt: drop-kicking a rugby ball into space from a Greene King pub in Twickenham, combining the thrill of rugby with a bold visual spectacle. Fans also enjoyed free pints of Greene King beer using the code “Space for a Pint?” during the tournament’s opening weekend.
Challenge
- Celebrating 25 Years of Six Nations: Greene King aimed to honour the tournament’s history while engaging modern rugby fans.
- Creating Unforgettable Experiences: The campaign sought to blend rugby’s heritage with unique, memorable fan experiences.
- Driving Footfall to Greene King Pubs: Encouraging rugby fans to watch matches at their local Greene King pubs and participate in the celebratory giveaways.
Key Statistics
- 43% of Brits plan to watch this year’s Six Nations matches in pubs.
- 154 media opportunities were secured, with a total reach of 118,510,000.
- Top Six Nations moments highlighted included:
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- Brian O’Driscoll’s 2000 hat trick in Paris.
- Ronan O’Gara’s 2009 Grand Slam drop goal.
- Shane Williams’ 2010 last-minute try.
- Elliot Daly’s 2017 match-winner against Wales.
- Scotland’s 2019 comeback against England.
- Duhan van der Merwe’s 2023 try.
Action
Greene King celebrated 25 years of the Six Nations by highlighting fan-voted iconic moments. To mark this milestone, Danny Care’s rugby ball drop-kick into space provided a visually stunning and memorable launch for the campaign, capturing fan excitement nationwide. The campaign also offered free pints at Greene King pubs on the tournament’s opening weekend, with fans using the code “Space for a Pint?”. This initiative not only celebrated rugby culture but also drove footfall to pubs and created a buzz across media outlets. Greene King successfully positioned itself at the heart of rugby fandom, blending the excitement of Six Nations with the welcoming atmosphere of its pubs. The campaign fostered a sense of community and nostalgia, making Greene King synonymous with rugby celebrations.
Results
- Extensive Media Coverage: The campaign secured 154 media opportunities, reaching an audience of 118,510,000 across top outlets like Sky Sports News, Times Radio, TalkSport, and BBC regional stations.
- Public Engagement: Rugby fans embraced the campaign, with pubs nationwide hosting lively match viewings and fans eagerly participating in the free pint giveaway.
- Celebrating Rugby and Community: Greene King successfully positioned itself as the go-to destination for rugby fans, blending heritage, excitement, and community spirit through its Six Nations celebrations.
