Guinness Six Nations Championship Live Series

GOAL:

Guinness has long-standing support for the game of rugby and with the announcement of the new title sponsorship of the Six Nations, it really cemented the brand’s position as one of the game’s biggest supporters.

Working with the Six Nations, Guinness wanted to enhance both this year’s Championship and the fan experience.

With viewers naturally turning to Twitter during live sports events as their second and sometimes primary screen, Guinness decided to harness the real-time conversation happening on the platform making it more engaging and memorable.

 

SOLUTION:

Diageo Innovation team approached Telescope to oversee the campaign, managing content strategy, all broadcast graphics and live streaming production.

During every match, Telescope powered and managed three live streams on Twitter and Periscope covering highlights from before, during and after the game. The campaign includes multiple locations across the UK starting with the live stream from the Guinness Village at Flat Iron Square, London Bridge, a communal hub created by the brand for fans to enjoy all things rugby.

Working closely with Twitter, we created a bespoke hearts-visualization – the Harp-Meter –  featuring the iconic Guinness logo.  Fans were able to show their support for the team by tapping ‘the hearts’ in real-time, which drove engagement and reach during the stream. Other live interactivity throughout the streams included live Twitter polls, unique real-time graphics, and Twitter UGC with social moderation all handled through our Live Studio platform.

Hosted by Will Greenwood, ex-England International star,  the live streams featured special appearances of professional rugby players such as Hamish Watson, Vicky Fleetwood, Ieuan Evans, and Jamie Roberts.

On-site Telescope worked with all parties to manage the process between production, talent, live graphics, social moderation and streaming to deliver a cohesive fan experience.