Guinness Rugby Game

The Brief:

Guinness boasts a 60-year heritage in rugby, serving as the official beer of the Six Nations since 2007.

Rugby represents a key consumption occasion for both Guinness and Guinness 0.0, as fans frequently choose the brand to enhance group gatherings at home with family and friends.

Return2Sender has partnered directly with the DIAGEO Shopper Brand and Shopper Teams since 2005, delivering prize promotions and activations across both on-trade and take-home channels.

Building on previous on-pack Augmented Reality activations (see images below), R2S was tasked with developing a no-purchase-necessary promotion that placed the product pack at the heart of the at-home rugby experience.

The result was an on-pack activation where shoppers scanned the rugby ball graphic, triggering an immersive 8thWall Augmented Reality kicking game. Players aimed to kick the ball through the posts for a chance to instantly win Guinness merchandise and match tickets, while also being entered into a grand prize draw featuring additional tickets and tiered rewards.

What We Delivered: 

What we  delivered:

-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, 3D modelling, logo/image target matching

-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

Campaign Results – Rugby AR Kicking Game

• 100,000+ game sessions played across participating retailers, Rep Of Ire, N.Ire/UK
• 7% on-pack response rate, significantly above industry benchmarks for similar FMCG activations

These results highlight strong engagement, effective shopper conversion, and the success of Augmented Reality in driving interaction and purchase