Calling all rugby fans... this one's for you

"This if going to be a big weekend for SAB and our brands, but it will be even bigger for our customers as almost everyone will be wanting to follow the action with their favourite beer in hand," says Janine van Stolk, SAB's Communications Manager.

Throughout the tournament the brewer's Castle Lager and other beer brands have been running with advertising campaigns to drive support for the Springbok team and the company's brands will be heavily promoted this weekend.

"A very important initiative throughout the tournament has been our Back the Boks promotion," says Van Stolk.

With a total prize fund of R288-million, the campaign is one of the largest supported promotional activities South Africa has ever seen. The campaign was launched just prior to the start of the Rugby World Cup at liquor outlets, bars, pubs and taverns throughout South Africa.

Cash payouts range from R50 to R7 500 on average – but it is possible to win a share of up to R13.9-million if any of the Bok tight five score a try in this weekend's upcoming Final match against England.

Called a "fixed-fee promotion", the mechanics rely on odds calculated by risk assessors who have studied South African rugby and each individual player's try-scoring chances. The odds are then translated into cash prize values based on sporting chance assessments, and underwritten by insurer Lloyds of London and risk managed by PIMS-SCA. This means that, for example, Bryan Habana's odds are less than Captain John Smith's – whose try in the quarter-finals was worth R5.4-million.

"Every time a consumer buys a Special Edition Castle Scrum Pack (eight cans) available at liquor stores nationally, or any Castle Lager product in their favourite pub, bar or tavern, they receive a Back the Boks game card. Each card reveals a Springbok player, the amount you can win and the match for which the game card is valid. If your player scores a try in that game, then you win the cash.

"It's really easy to redeem prizes, so we'd encourage all those who have taken part to claim their cash. Consumers simply call the Castle call centre on 0861 GO BOKS, provide their details and the relevant cash denomination will be in their bank account within 48 hours. Alternatively, consumers can redeem their prize by logging on to http://www.castlelager.co.za/," says Van Stolk.