CASTLE LITE #THELITESIDEOF7S

Castle Lite wanted to sponsor the fans and not the event – we wanted ensure that everything we did enhanced the fan experience.

OBJECTIVE

• To make Castle Lite the most talked about brand at the Rugby World Cup Sevens
• To land their point of differentiation in sports sponsorship #LiteSideof7s
• Drive Data acquisition & enrichment (target 10k)
• Drive awareness & relevance through PR

ACTIVATIONS

Bring the Lite side of Sevens to life at the event across multiple platforms:

• In Bowl – best dressed fan competition
• On the podium – 360 fan cam
• At the fan village – own the village
• Create unique experiences & content at the Lite Lounge

RESULTS ALL ACHIEVED!

• To make Castle Lite the most talked about brand at the RWC 7’s:
• To land our point of differentiation #LiteSideOf7s (Native Twitter)
• Data Acquisition & Enrichment
• Drive Awareness & Relance through PR
• Turn Cape Town Blue – Drive volume in stadium and across Cape Town

WINNER

Of the Sports Industry Campaign of the Year for the best sports marketing campaign in South Africa in 2022!