Fully Integrated sponsorship campaign

Radar planned and implemented the “Guinness Street Football Challenge 2012″ that delivered a community-based football competition across the Caribbean, providing a platform for consumers to exhibit their ‘greatness’ through football, both as a player and a fan.

The campaign took on a fully integrated marketing approach utilising ATL; Ambassadors; Digital; PR; Hospitality; Community Projects and On-ground activation. The depth and broadness of the marketing spectrum allowed key objectives to be reached:

• Increase brand awareness of Guinness
• Increase affinity score with consumers through community focus and targeted community activation
• Consumer growth