Sponsor 
ASIA-PACIFIC – HONG KONG, MARCH 2011 – Hong Kong Rugby Sevens official beer sponsor Carlsberg and Euro RSCG Hong Kong have created an interactive online game at www.carlsberg.com.hk/rugby7 aimed at driving buzz around the event. 


Players upload a profile pic to go on a naked “streaker” avatar, which needs to be navigated down the rugby field, and past a host of obstacles including bottles and policewomen. Once a player has scored a try, his or her time is compared to 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 newsfeed, 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 outside of the cyber 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.
CREDITS

Associate Account Director: Christine Chan 

Digital Account Manager: Robert Law 

Creative Director (art-based): Kenneth Tung 

Creative Director (copy-based): Ruby Yip 

Associate Creative Director: Kennedy Pang 

Interactive Art Director: Jacob Yuen 

Senior Multimedia Designer: Albert Leung 

Interactive Developer: Keat Mok
