Carlsberg’s Streaker Interactive Game Kicks off Hong Kong Rugby Sevens

Let your hair down because it’s time to be a “rugby streaker”. To kick off the Hong Kong Rugby Sevens, official beer sponsor Carlsberg and Euro RSCG Hong Kong have created an interactive online game to get word-of-mouth going.

Players upload a profile picture and transform into a naked “streaker” avatar. Your job is simple. All you have to do is to navigate the streaker down the rugby field, and past a host of obstacles including bottles, policewomen and eh… undergarments. Be quick as the top few fastest streakers stand to win prizes including game tickets and Carlsberg rugby jerseys. The player’s streaker avatar photo and score would also appear on Facebook newsfeed to give friends a “pleasant” surprise (you can also choose not).

Besides digital, the campaign also taps into key locations in Hong Kong bar scene through promotional girls, roadshow trucks, tablets and stadium booths during the game days to maximize consumer participation outside of the cyber world.

“The Hong Kong Rugby Sevens is a fantastic action-packed weekend for rugby fans, and Carlsberg wanted to reflect that atmosphere to help engage players in the game,” said Louis Lau, Marketing Director of Carlsberg Hong Kong.

“For the participants, the Rugby Sevens is a serious tournament. For the fans that play the game it is a lot more fun. But there is still a serious side – if they do well at the game, they are in the running to get free tickets to the event – something every serious fan would love!” Barbara Yeh, General Manager of Euro RSCG Hong Kong added.

One thing that I like about the game is its ease of play. You need not like or know rugby to play it. The campaign gives laymen a good laugh and creates a whacky association linked to the Carlsberg brand. The prizes add on the pressure to do well in the run; an identical feeling rugby players face when running down the field.

Experience it: Your “streaker” journey starts here.

Credits:

• Associate Account Director: Christine Chan
• Digital Account Manager: Robert Law
• Creative Director (art-based): Kenneth Tung
• Creative Director (copy-based): Ruby Yip
• Associate Creative Director: Kennedy Pang
• Interactive Art Director: Jacob Yuen
• Senior Multimedia Designer: Albert Leung
• Interactive Developer: Keat Mok