Case Studies in HK: The Guinness Passport to The Greatness (2008)

The Hong Kong Sevens is a 3-day rugby tournament that takes place each year. Guinness is a major sponsor of the tournament, and they were looking for a way to extend the consumers engagement with the brand beyond the time in the stadium.

The result was the innovative mobile marketing application Guinness Passport to Greatness, that won the 2008 MMA award for “Best Use of Mobile Marketing”. It featured an interactive guide to the tournament, plus information about Hong Kong nightlife, and could even speak Cantonese!

Here is a video overview of the application and the campaign that also gives you some of the flavor of the Hong Kong Rugby Sevens tournament.