Latest Strongbow challenge to happen in Rio
Wednesday March 26, 2014 at 4:39pm
Strongbow is taking the latest instalment of the ‘EARN IT’ Strongbow Challenge Series to Rio de Janeiro, challenging ‘regular guys’ to put together a football team for the chance to go to Rio and compete against one of Brazil’s best female teams in a five-a-side battle ahead of the FIFA World Cup. A celebrity management team made up of football experts including ex-pro Chris Kamara as manager), former professional footballer turned TOWIE reality TV star Mark Wright as assistant manager and a Brazilian football head coach will put the teams through their paces and support them on their journey, before selecting the winning team and taking them to Rio where they will be coached for the big match. The campaign is fully integrated, and agencies involved include creative agency St Luke’s, media agency Starcom MediaVest Group, digital agency We Are Social, experiential agency RPM and PR agency Cow. There is also a partnership with Google that will delivers dynamic content throughout the campaign, while the Strongbow Rio challenge will be promoted on Pub TV and through washroom posters in bars and Power League football centres across the UK. The challenge is being leveraged through a partnership with Sky, incorporating TV airtime and digital inventory to drive consumers to sign up at facebook.com/Strongbow. Five-a-side teams will be able to nominate themselves for the Strongbow Challenge at selected Power League venues across the UK and via the Strongbow Facebook app. Entries close at midnight on Sunday, March 30th 2014. Successful entries will be invited to a trial day on Sunday April 13th in London, with one team being chosen to compete in the Carnival city of Rio. Previous ‘EARN IT’ challenges have included a penalty shootout and facing an over from England paceman Jimmy Anderson.