Heineken is the official sponsor of the Dubai Rugby Sevens. The premium tasting Lager wanted to engage rugby fans and beer drinkers before the tournament. Ordinary tent cards and coasters weren't going to cut it... so we decided to cut them.
We turned standard promotional material into a captivating bar game. With only two days of launching our new game in key outlets, we received countless mentions via social media such as facebook and twitter as well as popular blogs in the region.
Weeks leading up to game day, delighted beer drinkers were challenging their mates to a game of Pub Rugby whilst enjoying a ice cold Heineken.