Guinness has a 60-year affiliation with rugby, having been the official beer of the Six Nations since 2007.
Rugby is a key consumption occasion for Guinness and Guinness 0.0 where shoppers make Guinness a key part of their group get togethers at home and with family and friends.
Return2Sender has been working directly with DIAGEO Shopper Brand and shopper teams since 2005 managing their on trade and take home trade prize promotions and activations.
Following on from previous on pack augmented reality activations R2S were briefed to develop an on pack, no purchase necessary promotion that placed the pack front and centre as part of the promotional, at home, rugby experience.
The result was an on pack activation where shoppers scanned the ball on the pack which immediately segued into an 8thWall Augmented Reality kicking game where shoppers had to kick the ball through the posts and win Guinness merchandise and tickets instantly and also be placed into the main draw for other tickets and tiered prizes.
-Concept supply, campaign planning, presentation to stakeholders and cross functional partners
-QR code supply and testing QR codes, pack artwork approval
-Computer vision/AR scanning pack artwork testing and supply
-Experience design and player journey mapping
-Augmented Reality kicking game development and in-game nudges and prompts
-Instant win, multi-retailer magic moments prize draw, database creation and integration with kicking game
-Integration with Shopify to request, validation and surface prize voucher codes securely ( anti fraud)
-High availability, robust, pen tested, scalable, Web/DB IT environment on AWS integrated with DIAGEO data warehouse and web partners via APIs / JWT, 2 factor authentication
-Opt-in/Opt-Out Consent Management, Data Processing in line with GDPR guidelines
-Shopper queries, customer care line and query resolution via email
-Dashboard for campaign statistics and graphs and reporting,
-Penetration test of Microsite, Web Server/Database, AR experience, Dashboard & Control by DIAGEO IT security
-Post Campaign Data Analysis & B.I
