Malaysian Media Awards Winners Showcase





2015 | |

TigerFC GAMEDAY Campaign

Advertiser: Guinness Anchor Berhad
Brand: Tiger Beer
Creative Agency: Maxus Communications Malaysia
Credits: -

The Challenge
TigerFC is Tiger Beer’s club for football enthusiast. Over the past 10 years, TigerFC has been engaging their fans with conventional viewing events and stage games during the BPL seasons. However in recent years, Tiger FC saw dwindling participation in their events as football fans moved on to competition’s more exciting and innovative viewing parties. Lower event participation also lead to lower trialist and loyalty towards Tiger. With Carlsberg owning BPL rights in 2014, challenge was to revive and increase desirability of TigerFC’s viewing parties amidst intense competition.

The Solution – Insight & Idea
Football enthusiasts loves studying football facts and share their views and predictions of the game in their social networks. In fact, during these games fans showcase their expertise by embarking on competitive wagering. With 66% penetration, mobile has become the device of choice for them to share during these live viewing parties. Our strategy? Use mobile to unleash this competitive spirit of every football fan and reward them for doing so. Idea? GAMEDAY a mobile-first football engagement synced live with BPL games.

The Execution
GAMEDAY is a breakthrough technology that acts like a mobile web application without the need for installation! This reduces the barrier for engagement as there is no app download required. Synced to each live football match, GAMEDAY turned those live football matches into social camaraderie by letting fans compete for points through match related Q&A, polls, scores predictions and more. GAMEDAY not only amplified engagement with Tiger Beer; but gave our football enthusiasts a platform to embark on competitive wagering and showcased their expertise.

The Results
Both TigerFC’s events saw average 200 attendees, a 150% increase from past events. A third of our audience was 100% engaged on GAMEDAY throughout both the 90-minutes matches! Social earned media worth RM 202,540; 15 times over investment. Participants’ feedback demonstrated an increase in brand affinity.