Tiger Beer in Malaysia has a fan club for football enthusiasts called Tiger FC and needed an innovative way to engage audience during its live televised match events. In Malaysia and many parts of the world, watching live sporting events in public venues (e.g. pubs) is a social activity and Tiger FC intends to expand the social reach despite restrictions on advertising for a liquor brand in a Muslim country with strict Sharia law.
Gameday is a mobile web application, which operates from any mobile web browser without installation. Football fans that use the Gameday application to predict scores of their favourite matches during the event, earn points that are redeemable for exclusive Tiger FC prizes and gadgets. Additionally, fans who use the app as a second screen for live matches can gain extra points by correctly answering match-related questions through the bonus “Skill Challenge” round in between the match or time sensitive poll questions during the match. Social media shares are also rewarded with extra points; making every Gameday user a winner.
This campaign won Adweek's Most Inventive Sports Marketing Media Campaign in 2015.