Kilkenny
As an accompanying brand in the Irish beer category for Diageo, Kilkenny was considered a challenger brand that needed drinker awareness and education as to the beers positioning and values.
01
Discover Kilkenny
A unique treasure map mechanic matched with game of skill to win instant prizes, encourages drinkers to find and discover Kilkenny.
The idea is to locate where on the map, is the Kilkenny Brew House.
For every pint, you receive a game card with a reveal panel showing a window view of a Kilkenny landmark from inside the Brew House. You need all 4 unique window views which will help you pinpoint the location. Locate the Brew House and you're in the draw to win an all expenses trip for 2 to Kilkenny, Ireland.
02
Pub Golf
A Kilkenny consumer insight was carpe diem and seeking out interesting pursuits with friends. So we developed a unique promotion based on a game of golf which you can play in the pub. Buy a pint and receive a sticker to add to your scorecard, which acts as a collector mechanic to pick up free branded items. You also receive a scratchcard for each pint with some fun how to play suggestions and instant prize reveals.
