Castle Lager has created an innovative and interactive experience that gives Springbok or Protea supporters an opportunity – by "knowing their beer, knowing their team" - to prove their status as South Africa's Finest Fans.
As sponsor of both the national cricket and rugby teams, Castle Lager wanted to develop a consumer campaign that heightened the rugby or cricket experience for fans.
Entrants will be able to interact with the three-month campaign though a number of integrated mechanics.
These include the issue of a Tour Ticket (with qualifying unique number) on purchase of Castle Lager in bottle stores and pubs nationwide; "online triggers" on partner sites of the United Cricket Board (UCB) and the SA Rugby Football Union (SARFU); and a promotional radio campaign.
The competition, while primarily online, will also offer entrants an alternative cell phone entry process via SMS messaging.
And the partner technology of AMS (audio messaging service) will be employed when all qualifying entries receive a personal message from Springbok captain John Smit or Protea skipper Graeme Smith.
In addition a PR campaign will also communicate the call to action for the chance to be selected as one of SA's Finest Fans.
The campaign will run until 31 August, with the final selection of SA's Finest Fans scheduled for the end of September where the winners will be announced at a gala event in Johannesburg.
The prize includes return airfares, accommodation and entertainment. For more information log onto www.castlelager.co.za.
M-Sports Marketing on behalf of Castle Lager
