Mediahuis X Bord Gais Energy
How Bord Gais drive hurling sponsorship awareness and engage customers
Bord Gáis Energy, exclusive partners of the GAA hurling championships, wanted to drive awareness of their sponsorship and engage customers with their rewards programme.
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What did we do?
We partnered with Bord Gais Energy, exclusive partners of the GAA hurling championships, to drive awareness of their sponsorship and engage customers with their rewards programme. Now in its third year, the long-standing multimedia partnership centred around their exclusive sponsorship of The Throw-In podcast. The sponsorship included organic brand mentions and editorial support of the show. We ran bespoke audience segmentation of GAA fans through a co-branded digital and print advertising campaign to amplify the sponsorship and drive further awareness. To boost engagement, we ran an interactive quiz targeted at the core audience of GAA fans. Bord Gais had exclusivity of the GAA section on Independent.ie, running a native, display, and social uplift campaign. Sponsorship of a GAA supplement in the Irish Independent put the campaign directly into the hands of their target audience.
Year three of the partnership was a total hattrick delivering 306K podcast listens, which was +56% V KPI. The interactive quiz had an excellent engagement and delivered 103,488 impressions outperforming KPI by 29%. Out native views far exceeded expectations at 56% above the KPI.