Opportunity

Seeking to leverage their sponsorship of the GAA Football Championship in a cost efficient way, eircom’s experiencemore.ie fan hub was invigorated with content informed by the insight that fans love to show off their GAA knowledge and compete with each other.

Solution

The championship is a 16 week long campaign, so to keep the eircom sponsorship front of mind with fans, a series of initiatives developed online as the season progressed. We started with an interactive timeline (a GAA first!) where fans could discover past championship glories and input their own memories. This was followed by the launch of the Championship Challenge quiz where fans could test their knowledge on the championship and climb the provincial leaderboards for an opportunity to nab the grand prize of elusive All-Ireland final tickets.

Results

The campaign connected with fans with unprecedented levels of engagement – 4 times greater than the other sponsors. The interactive Championship Timeline was noted for it's originality while the Championship Challenge immediately became a much talked about fan favourite.

Awards