To kick off the Hong Kong Rugby Sevens, official beer sponsor Carlsberg and Euro RSCG Hong Kong have created an interactive online game, available at the campaign mini-site, aimed at driving buzz around the event.

Players upload a profile pic to go on a naked ‘streaker’ avatar and navigate a character who is running across the rugby field—the goal is to avoid obstacles such as bottles, players, policewomen and more. Once a player has scored a try, his or her time is compared to the results of other players, with the fastest competitors in the running to win prizes including game tickets and Carlsberg rugby jerseys. To help drive viral buzz, the player’s streaker avatar photo and score also appear in their Facebook wall, and they can upload their avatar to their Facebook photo album.

The campaign also taps into relevant locations in Hong Kong bar scene through promotional girls, roadshow trucks, tablets and stadium booths during the game days to maximize consumer participation in the real 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.