Greene king came to 4media group looking to conduct PR activity around the time of the all English Champion’s League Final between Liverpool and Tottenham. The campaign was commissioned to promote the fact that the game, along with all other major sporting events this summer, would be shown in Greene King pubs up and down the country. Not only that but they were offering a free pint whilst watching the game, plus 10% off drinks one hour before, during, and one hour after the game via their app.
As a creative base for the campaign we conducted research of 2,000 UK Sports fans to find out which team they wanted to win the final and why? Alongside questions relating to this summer’s packed sporting schedule. The results revealed:
- 29% want Liverpool to win their sixth Champions League whilst only 18% want Tottenham to lift Europe’s top football prize for the first time.
- The most popular score line prediction is 2-1 to Liverpool.
- 24% of Brits choose to keep up with sports at the pub, with ‘atmosphere’ (57%) being the main reason for their decision
- And it seems Brits would rather not watch the action live – only 17% would opt to travel to the actual stadium.
In order to create the buzz that Greene King were searching for, we decided to bring the conversation to Greene King. We brought ex-Tottenham and Liverpool player, and BBC Match of the Day pundit, Danny Murphy along to a Greene King pub in Southwark the day before the match to give broadcasters and journalist his thoughts and opinions on the game. By engaging in an integrated Broadcast PR and News generation campaign we could reach national and regional audiences, giving us the greatest amplification and reach the biggest audience.