CASTLE LAGER - HEARTBEAT OF THE NATION

As a proud sponsor of the Springboks and the South African spirit, Castle Lager wanted to know how they could unite the South Africa behind their national team during the World Cup when it was being played 13 000km away? Similarly, how could you get those playing to see, to hear and most importantly to feel that support?

Its been proven, that when fans watch sport, their heart rates increase by up to 75% You can’t control your heartbeat, it doesn’t listen to what your brain tells you, it is simply a reflection of what you feel. This makes it the purest form of support.

We encouraged fans to wear wearable fitness trackers to sync their heartbeat to our Castle Lager app. This resulted in a real-time average national heartbeat - THE HEARTBEAT OF THE NATION. Not only could they see what the average national heart rate was, on billboards, social media, and the app. But they were able to see how their heart reacted to every minute of every game, which could then be shared and compared with friends. The data collected enabled us to interpret the game in a unique and own-able way, filtering each high-point through the heart rates of the fans and posting these on social media. Most importantly we were able to share the heartbeat of the nation with The Springboks in Japan, allowing them to feel the presence of their entire country beating for them.