The key insight that influenced the creative was that consumers in the UK crave live sport analysis and insight beyond what they hear live on TV. They want to hear what former players think, what their favourite sports banter pages think, and what the opposition fans think. According to Twitter, the UK over indexes in terms of Twitter use when it comes sports fans following games online alongside TV.

With this insight, the Guinness Greenwood Series was born. The campaign involved Will Greenwood, former England Rugby World Cup winner, watching the England home games live in a pub along with a guest from the team England were playing. The plan was to constantly role the cameras and shoot insights, reactions and banter from Greenwood and guest as the game unfolded, and then publish this as reactionary video content in time for fans reaching for their phones seeking further game analysis.

Three pubs were identified and chosen as venues for the Will Greenwood Series to watch three 6Nations games from. England v Wales, England v Scotland and England v Ireland. Each game Will had a guest. Jamie Roberts(Wales), Max Evans(Scotland) and Geordan Murphy(Ireland).

Planning took place in January, and it was decided to ensure we had content to publish each game we identified talking points that would become video content. Listed below:

-Pre game comments

-Squad analysis

-20 minute analysis

-Half time analysis

-60 minute analysis

-Full time analysis

-Man of the Match

-Try scored

-Controversial decision

-Bookings

We also kept the camera rolling to ensure we caught banter between Will and his Guest, and funny reactions that would be turned into gifs. Each game also included at least two live Periscope broadcasts at half time and full time.

Content was published to be part of the live online twitter discussion.

Including a teaser campaign to build interest, 81 pieces of video content were produced for this campaign. Each one provided a rugby insight for fans that help give Guinness a credible and authoritative voice in rugby.

Overall campaign results :

-24 million impressions (includes teaser campaign)

-10 million videos views

-42% video completion rate

-£0.01 cost per view

England V Wales

-3 million impressions

-1.35 million videos views

-46% video completion rate

-£0.01 cost per view

Scotland V England

-7.4 million impressions

-3.3 million videos views

-49% video completion rate

-£0.01 cost per view

England V Ireland

-3 million impressions

-1.35 million videos views

-46% video completion rate

-£0.01 cost per view

Periscope :

-Total views and replays 571,000

-Highest simultaneous live audience : 22,000 during England v Ireland.

-European media first by changing Periscope hearts into Guinness Harps