Events and experiential agency Verve has earned a spot among the finalists in the UK’s Campaign Experience Awards for best digital experience for work on the Guinness Greenwood Series. Working with Diageo and former England rugby player Will Greenwood, Verve produced live content during last year’s Guinness Six Nations games.
The series saw Greenwood dissect the games with other rugby legends, using Twitter content to entertain hardcore fans and rugby flirts alike as they tuned into the rugby games in a pub or at home on social media. The content gave fans conversation topics and insights as they reached for their phones, hungry for more game analysis.
Filming locations included the Guinness Storehouse, the branded fan zone at Flat Iron Square in London, Cardiff city centre and Will Greenwood’s home. Guests included Donnacha Ryan, Hamish Watson, Vicky Fleetfood, Jamie Roberts and TV star Jason Fox. In the UK, Twitter is the top platform for fans to discuss sport and follow live games.
The campaign goals included; to engage with fans online, to become custodians of excellent rugby content, to increase video views and to champion diversity in their content, reflected in both the guest line-up and the shot locations. The Campaign Experience Awards aim to highlight the most premium and inspiring experiential work.
The awards take place on Thursday, April 30 at the Roundhouse in London.
