Aimed at expats and locals, players upload a profile pic to go on a naked "streaker" avatar, which needs to be navigated down the rugby field, and past a host of obstacles including bottles and policewomen. Once a player has scored a try, his or her time is compared to other players, with the fastest competitors in the running to win prizes including game tickets and Carlsberg rugby jerseys. To help drive viral buzz, the player's streaker avatar photo and score also appear in their Facebook newsfeed, and they can upload their avatar to their Facebook photo album.
The campaign was also active in locations on Hong Kong bar scene with the help of promotional girls, road show trucks, tablets and stadium booths during the match days to increase consumer participation.
"The Hong Kong Rugby Sevens is a fantastic action-packed weekend for rugby fans, and Carlsberg wanted to reflect that atmosphere to help engage players in the game," said Louis Lau, marketing director of Carlsberg Hong Kong.
"For the participants, the Rugby Sevens is a serious tournament. For the fans that play the game it is a lot more fun. But there is still a serious side - if they do well at the game, they are in the running to get free tickets to the event - something every serious fan would love!" Barbara Yeh, general manager of Euro RSCG Hong Kong added.
Go to www.carlsberg.com.hk for more information.
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