CHALLENGEHeineken has had a long association with international rugby, but with so many sponsors on board, our challenge was how best to leverage that sponsorship in Australia. Aimed at men over 30, we needed an idea that would stand out against the world cup clutter and provide a unique, immersive brand experience.SOLUTIONAlmost every rugby fan has dreamt of kicking the winning goal for their country. Utilising live streamed data, we created an iPhone App allowing fans to kick real penalty goals and conversions, live, as they happened. As they watched the game on TV, fans could take the same kick, from the same spot, in the same conditions as the players on their mobiles. Live. People could kick for their country and play against their friends using Facebook connect.HOW WE DID IT- At the real stadium, the playing field was divided up into a virtual grid, with a Fox Sports official observer plotting the exact position of the ball to be kicked. This data was instantly transferred to the mobile network and sent to people’s phones.- Players watching the game received Push Notifications notifying them of the need to take a kick for their country at the same time as the players on the field.- On the Fox Sports home page and mobile site, the Live Kick country and personal leaderboards sat alongside the official Rugby World Cup leaderboards.- Users linked their facebook account to play friends and see friends’ leaderboards.RESULTS:- 50,982 downloads in Australia- 312 ratings in the App Store with a 4.5/5 average star rating - Over 450,000 Kick Notifications were sent out over 6 weeks- Over 244,000 Live Kicks taken during Rugby World Cup- Total of 12.3 million kicks taken during the tournament- Ranked 2nd in Top Free Sports Applications - Total Heineken sales +30% v same period YAGO- On Premise sales +48% v YAGO- On Premise Tap Volume +53% in the same period in overall declining market.