Background

Tennent's is Scotland's favourite lager, brewed by Tennent's Caledonian Brewery (TCB) part of InBev, the world's largest brewer.

As official sponsor of the Scottish Football Team and the Scottish FA Cup, it made sense for Tennent's to be seen supporting the 2006 World Cup, certainly their customers would be, and therefore the brewer wanted to give their customers something to play with to mark the occasion.

What we did

As part of an integrated “Wunderbar!” campaign, involving on and offline promotion, PR, POS and advertising, Line designed and developed a fully interactive 360 degree 'Virtual Beirgarten'.

The Flash site included 11 interactive games/features and the full online campaign included trackable HTML emails, online 'fantasy' betting, online advertising, and a downloadable interactive desktop avatar which alerted the user to impending matches.

The system was content managed to allow Tennent’s to maintain the busy site before, during and after the World Cup, and it used Opta data feeds to update match-related information and trigger automated emails for the betting and sweepstake games.

Results

The Wunderbar! campaign website swelled Tennent's football-related opt-in email subscription database (collected from previous campaigns) by over 210%. This database was sent various email updates throughout the campaign and the messages received an average click-through rate of 25%, rising to well over 40% on two separate occasions.

The "Big Hans" betting game was particularly successful at generating repeat traffic, many players returning after every match. One player placed over 1,000 bets, although, as in the real world, this was not the way to win big. The winning punter must have wished he was playing for real money, having accumulated over €60,500 from his original €50 stake through his lucrative betting.