Genre: Game show
Football fans get the chance to show their skills, knowledge and love of the sport in this hot game show. The Guinness Football Challenge is a self-contained game show that celebrates Africa's passion for football in the definitive fan test: 4 rounds of knowledge and physical-skills games that will lead the best duo-team to the coveted cash prize.
Every episode features 4 teams of two football fans – two best mates or father-and-son duos – who will use their personal strengths to compete in 3 elimination rounds, testing football trivia and skills. The team with the lowest points at the end of Round #1 and Round #2 each round is eliminated. This means that the 2 remaining teams in Round # 3 compete in the final challenge for the cash prize.
Two seasons were produced for Kenya, Ghana and Cameroon with the third season culminating in the ultimate Pan African clash.
In season two the last episode of the season is the 'Legends Episode" in which the four legends of the game are paired with 4 winners of the previous rounds/or celebrities to compete for a prize to donated to charity.
The campaign is packed full of elements to drive consumer excitement, from big money prizes to legendary African football celebrities. Consumers could engage through a number of different platforms including recruitment events in major cities, in bar activations, under the crown promotions, radio shows, digital platform, PR and media. Such that the Guinness Football Challenge has become a part of pop culture – driving conversations about the brand and show in bar, with friends, at home.
• Double digit affinity shifts amongst all FES drinkers who watched the TV show
• Across the region it delivered on average a 20% increase in bottle sales during the campaign
• A 10% year on year bottles sales increase over the period of Guinness Football Challenge
• 60% of beer drinkers aware of TV Show & 'viewing regularly' as measured in the quarterly tracker
• No.1 viewed TV Show in the market