Case Studies

Guinness Rugby World Cup

Guinness Rugby World Cup


  • Sportsyndicator were asked by Carat to help launch the latest iconic Guinness TV commercial by hitting their core audience with the first chance to view, and amplify the buzz around the highly anticipated tournament.

  • Aligning Guinness to the 2011 Rugby World Cup with an implied connection rather than an official alignment to the event was key.



  • Sportsyndicator partnered Guinness with one of the UK's top rugby sites throughout the tournament with sponsorship of some of the the UK’s leading rugby content as well as smartphone and tablet applications for the rugby fan on the move.

  • Sportsyndicator also delivered high impact solutions and other key mechanics to ensure intensity of coverage at the beginning of the tournament. 

  • With message amplification across social channels Sportsyndicator delivered coverage across all digital touch points with the UK rugby fan audience.



  • The tournament sponsorship saw 400,000 UK rugby fans positively engaged via their desktops, driving over 30,000 views on the Guinness YouTube channel.

  • Guinness were subtly positioned in celebrating the tournament across all digital channels with the UK rugby audience.

  • Social channel leverage amplified this further across 200,000 followers on Facebook and Twitter and produced over 100 social media shares within the first minutes of broadcast alone.