Content as it happened.
For the 2019 Rugby World Cup, Castle Lager used fitness trackers and a custom app to track rugby fans heart rates during springbok games.
The collected data determined the ‘Heartbeat of the Nation’ and this was used to generate content for fans across a number of platforms, creating brand awareness for Castle Lager.
Multiplied teamed up with a sports tracking company to map significant moments in the game where the ‘Heartbeat of the Nation’ peaked, and then create engaging and insightful data-driven content for social media, in real time, as it happened.
The campaign generated a 62% share of voice on social media.
#oneheartbeat generated 97.8 million impressions, and 4x more mentions than the official sponsor.