The Famous Grouse marks 15 years of rugby sponsorship with digital campaign

by Emma Rigby

February 13, 2006

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The Famous Grouse marks 15 years of rugby sponsorship with digital campaign

LONDON - The Famous Grouse will make rugby fans famous for 15 minutes on a site to promote its 15th consecutive season's sponsorship of the Scottish Rugby Union.

A Perfect Union and Join Us campaign aims to co-incide with the Six Nations tournament and includes web and offline activity.

Visitors to can watch clips of themselves shot by a film crew at rugby fixtures.

Crews at the Scotland v Wales match on February 12 and the Scotland v England match on February 25 will be interviewed and filmed talking about their opinions on the match, making game predictions and singing their national anthems.

The site will be supported by viral activity and fans can enter a free prize draw, which Famous Grouse hopes will increase data for use in future CRM activity. Entrants have a chance to win one of 15 limited edition Famous Grouse rugby jackets.

Online activity is part of an integrated campaign which includes a sampling marquee in Edinburgh and free match guides produced by the brand.

Agency bd-ntwk developed the integrated campaign.

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Marketing