To mark AIB’s sponsorship of the 2018 All-Ireland Senior Football Championship, we teamed up with Piranha Bar and Mutiny to create ‘The Toughest Journey’. Using the analogy of classic 8 Bit video games, the campaign highlights the heroic lengths every player has to go through in their bid to bring the Sam Maguire Cup home.
Launching with a TV/Cinema ad that pays homage to 90s video game commercials and supported by high impact digital OOH, GAA fans can also take The Toughest Journey themselves and represent their county (yes, even Kilkenny) through a mobile game.
It’s available to play at thetoughestjourneygame.com with weekly prizes including tickets to the All-Ireland Final itself.
We are at 43,000 unique users at the time of writing, with 114,000 plays total. With an average engagement of 7 minutes in over 35 countries.
We created OOH with Shazam capability built in, with over 6,737 leading directly to gameplay.
There was a great reaction on social media.
There was some great press coverage too.