Guinness techs up Irish rugby
Branded scrum. Guinness has launched its Area 22 website to get Irish rugby fans to engage with their national team during the RBS Six Nations tournament. The destination delivers news updates, game stats and player status updates. There’s also an iPhone app that acts as an Area 22 aggregator.
With Area 22, the drinks brand is introducing a lot of advanced tech to the game, slotting RFID chips into rugby balls so that players and fans get a different perspective on the game. Take a look at the TV spot and you’ll see the sport as envisaged by Guinness is far more than kicking and throwing a leather ball and wearing stripey jerseys.
