We made a tv ad, that wasn't really a tv ad. It was a game.

Within the ad we hid lots of Heineken Cup team references.

The game itself was the first smartphone game to use real-time object tracking technology to augment video with on screen action which allowed players to find hidden clues. This was previously only possible with animation or flash.

Our campaign idea was ‘look deeper for more rewarding experiences’. So the winners of our game won the Heineken Cup rugby fan’s ultimate reward – a VIP experience at the Heineken Cup final.

• 90% awareness of Heineken and Rugby.

•Affinity with the brand +8%

•And very importantly we sold lots more beer. Market-share up +2.7%

•Ireland (which is tiny) now enjoys one of the highest market-shares on Heineken in the world.