In 2009 Bundaberg Rum launched Honour the 80+ - a campaign designed to build on their significant investment in football. The name is derived from their 'commitment' to 'honouring the 80 minutes of football'.
To utilise digital (instead of a dedicated TVC) and create an idea where guys would be able to maximise their footy time together.
In the absence of a dedicated TVC, the role of digital was to bring the idea to life.
Capture produced a dedicated 'Honour the 80+' microsite. Central to this microsite was a football planner that enabled guys to organise a get together in four simple steps.
A planner application showed every game across AFL, NRL and ARU over the entire season including venue details and broadcast times. A personalised invitation was sent to each mate with game info, and whether the crew was watching it at the pub, at home or stadium.
The platform allows complete control over content via a custom Content Management System. This CMS enables each state or region to publish content to a central approval hub where it is reviewed, edited and then pushed live.Click to view a larger image
More than 5,000 invitations were sent over the 3 month campaign and more than 130,000 'Honour the 80' hours were committed by participating members across 3 different football codes. The program brought together the Bundaberg Rum sponsorship of three separate football codes under a single minded idea and delivered an experience which was a mix of convenience and fun.