Castle Lager offers fans a winning chance to back Bafana

Thirtyfour, the Brand Activation Agency, has developed an innovative activation campaign – Soccer Millions – to assist SAB in optimising the company's Castle Lager sponsorship of Bafana Bafana until 2011 and beyond.
Castle Lager offers fans a winning chance to back Bafana
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“By applying activation principles, Bafana Bafana supporters will be given the opportunity to interact with the brand on a continual basis throughout the tournament,” says Grant Hillary, SAB's Activations Manager.

“We truly believe the campaign will add to the hype surrounding the tournament. The target market is passionate about the game and they deserve to be rewarded for their support by one of its main sponsors.

“We will be interacting with them in an environment where they are relaxed and enjoying the game with friends, or discussing the weekend's results. And we're keeping the process simple.”

Upon purchasing a Castle Lager at participating outlets the consumer will receive a game card reflecting a specific Quarter Final, Semi Final or Final match, with one team being indicated as the winner. Should the scenario on the card be played out, the cardholder could win anything from R10 to R1,000. In addition, there will be three R1-million game cards predicting Bafana Bafana as tournament winners.

Consumers can claim their winnings by simply calling 0861 LADUMA or visiting and funds are deposited directly into the winners' bank accounts.

Thirtyfour has called upon the expertise of risk management company PIMS-SCA and underwriters Lloyd's of London, to manage the odds of cards paying out.

“With millions of fans out there and millions of rands in prize money, Castle Soccer Millions is sure to be a big hit with soccer fans throughout the country,” Hillary concluded.

Click here to view a presentation of the campaign.

30 Jan 2008 14:48


The question is, will there be any fans?-
Hummm, Bafana Bafana knocked out in the first round of the Caf Cup. Incapable of basic defense. Unable to find the back of the net. The coach earning squillions of Rand a month and not making an iota of difference. Put the money behind something sensible. Bafana are more interested in their silly war dance - should they actually score a goal, than actually getting disciplined and showing some hard work. I am not a fan and won't be until I see some effort from that bunch of prancing no hopers.
Posted on 30 Jan 2008 15:16