Guinness, which is supporting the rugby teams in Ireland, has introduced more technology into its campaign. With the help of ball manufacturer Gilbert and Fraunhofer Institute in Nuremberg the brand featured rugby balls with RFID (Radio Frequency Identification Technology) chip and sensors around rugby pitches to monitor and analyze how the ball moves. The results of the technology’s merging with sport provide rugby fans with an accurate game statistics and give a deeper insight into the process.
sport
Sprite is sponsoring one of the brightest events in the American basketball, the Slam Dunk game, which is taking place on February 13. In two weeks 2009 Sprite Slam Dunk champion Nate Robinson of the New York Knicks will attempt to become the first three-time winner of the competition. The Coca-Cola brand has shot three TV-sport to support the event.
Budweiser invited its loyal consumers to take part in shaping its promotional campaign for the upcoming Super Bowl XLIV event, taking place on February 7. The brand wants to prove that the consumers’ opinion does make difference and so wants it influence the image of the beer. The visitors of the Facebook page of the brand were to watch three of the commercials made just for the date and determine which of them will air in the breaks.