NAIROBI, Kenya, Aug 17 – East African Breweries Limited (EABL) has invested Sh100 million in a promotion campaign that will see it reward consumers of their Guinness brand who love football.
Group Marketing and Innovation Director Debra Mallowah said on Tuesday that they will launch a television game show in mid September dubbed ‘Guinness Football Challenge’ where Guinness lovers will be required to demonstrate their knowledge and passion for the game and in turn win prizes worth Sh25 million.
“There is a close association between our loyal Guinness drinkers and the love of the game. We have understood that and that is why we have set up an exciting promotion that taps into what they enjoy,” she explained during the media launch of the campaign.
EABL will release limited and special edition 300ml or 500ml bottles featuring the challenge logo under the crown. Consumers can either win free 300ml beers which can be redeemed instantly while those who get a unique six digit alphanumeric code will be required to SMS it to 8585.
They will be required to send the code along with the answer to a simple question found on the back label of the Guinness bottle which will also see them entered into a draw to win cash prizes of Sh1 million.
Football enthusiasts who are ready to take up the challenge should take along a friend with whom they will participate in the game and showcase their physical football skills and the breadth of football knowledge.
“We will be picking up people in pairs. Each pair will need to demonstrate how much they know (about football) and they will also have a chance to show some of their football skills on the program,” she added.
The contestants will need to pick a partner in whom they have complete faith in as they will not be allowed to replace them once the program – which runs for three months – gets underway.
Details of the show including which television stations it will be aired on will be announced in the coming weeks. In the meantime however, the beer manufacturer will launch a countrywide campaign to identify dedicated fans who are willing to step up to the challenge.
As part of EABL’s campaign to uphold responsible drinking, Ms Mallowah said only contestants who are over 18 years of age will be allowed to participate in the program.