With the recent build up the the 2011 Rugby World Cup, Castle beer has been executing a brilliant campaign that adds excitement for the brand and the sport of rugby. In addition, it brings out the competitive juices in its contestants. Castle beer brings to life their sponsorship of the South African Springbock rugby team.
Errol Madlala, Sponsorship Manager for Castle Lager describes Scrum-a-Bakkie as a mechanism and platform where ordinary South Africans, known as SuperFans, could go with the three national teams to support them on the ground as they took on the world. Scrum-a-Bakkie is the mechanism Castle Lager is using to search for the ultimate Rugby SuperFans (via public eye).
Scrum-a-Bakkie is competition where a team of 5 consumers will need to scrum a bakkie (Truck), loaded with cases of Castle Lager, from a specified start point to a specified end point. The fastest team will win an all expense paid trip to watch their favorite Springbocks play in New Zealand.
Castle Lager delivers its brand promise of “It all comes together with a Castle” with this exceptional community building concept. Sports and beer are a winning combination. World Cup events have the uncanny ability to unify a country.
Check out some activation videos below.