Guinness: The Official Sponsor of Belief, Diageo | Guinness / Carat UK
What do you do when a rival beer brand sponsors the biggest tournament in a sport you have built your brand around? The answer is you run for spaces, not the faces. Guinness stole the spotlight from a rival beer brand by becoming the Official Sponsor of fan Belief. Creating the Belief-o-Meter; An API that analysed the nation’s state of Belief via live social feeds and published them dynamically into digital OOH, not only did Guinness retain its position as the nation’s favourite beer brand, it sold 2.6m more pints, and came out as the #1 brand associated with Rugby.