Heineken’s Rugby World Cup “Live Kick” app claims gong
March 23rd, 2012: The ASTRA Industry Excellence Awards held last night saw Multi Channel Network (MCN) take home the gong for Most Outstanding Use of STV for a Consumer Advertising Campaign for its innovative work with Heineken during Rugby World Cup 2011.
As a global partner of the Rugby World Cup since 1995 and a broadcast sponsor of the tournament, Heineken challenged MCN to position the premium beer brand as an integral part of the tournament experience.
With the insight that rugby union fans’ passion for the game is surpassed only by their support for national teams, MCN and Heineken’s digital marketing agency Holler Sydney developed a media first – the Heineken Live Kick iPhone and iPad app.
Anthony Fitzgerald, Multi Channel Network CEO, said: “FOX SPORTS presented us with the perfect media platform to develop the Live Kick app. It was the only channel to cover all 48 games live and uninterrupted in HD, as well as providing ‘around the game’ coverage including historic matches, rugby magazine-style shows, interviews and results.
“FOX SPORTS is also the only sports publisher in Australia with a dedicated in-house stats division which allows it to broadcast its own statistics live as a match progresses. With this in mind, we identified a great opportunity to take the match from the TV screen and place it interactively in the hands of Heineken’s target market of 18-to-39 males.
“As a media first, Live Kick became the ‘must have’ app of the tournament, taking users out of the audience and placing them in the centre of the playing field.”
The app used FOX SPORTS’ live match data to replicate the exact position of a rugby ball prior to a kick being taken and allowed the user to simultaneously take the same kick live on their mobile phone. The app also relayed real-time news, stats and results and incorporated GPS tracking to tell users where their nearest Heineken Clubhouse was located.
The Live Kick app achieved 51,139 downloads and a 4.5/5 star rating in the Apple App Store. Around 10.3 million kicks were taken in the training challenge; while there were over 244,000 live kicks taken during the tournament and over two million replay kicks.
Nada Steel, Heineken Lion Australia Marketing Manager said: “This MCN activation was a fantastic platform that helped us make fans part of the Rugby World Cup experience regardless of whether they were at home, in the bar or at the game.”
The annual ASTRA awards, which recognises excellence in the promotion and innovation of Subscription TV, was held last night at the Sydney Convention & Exhibition Centre.
MCN was also a finalist in the Most Outstanding Use of STV for a Consumer Advertising Campaign category for its work on the launch of the FJ Cruiser which saw Toyota commission its first ever long-form content.
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Further information: Fleur Brown, Launch Group 0419 270 863
About Multi Channel Network (MCN) www.MCN.com.auEstablished in 1997, MCN is a joint venture between FOXTEL, AUSTAR, Premier Media Group and XYZ Networks. MCN is responsible for the advertising interests of over 50 national STV channel brands and over 70 channel and independent websites. MCN is the only media company in Australia to offer the complete range of digital interactive television advertising solutions via the remote control – red button, green button and on demand advertising. MCN’s online network is Australia’s 7th largest commercial online network, with a monthly reach of 7m unique browsers. For more information: www.MCN.com.au