How to Stand Out During a Big Sporting Event

The Brief

During the Rugby World Cup, Asahi wanted to elevate its presence in bars in an interactive and different way. With fans pouring in and energy running high, the challenge was simple but significant: How do you get people to choose your brand in a crowded, noisy space — and make that moment stick?

The goal was to enhance visibility, drive sales, and ensure a smooth experience for venue staff — all while ensuring customers had a genuinely fun and memorable experience.

The Solution

That’s where Tavora came in.

We built an interactive promotion around Asahi purchases: Buy a pint → scan a QR code → play a Tavora-powered game → win branded rugby merch instantly. (All while collecting real-time data insights to prove performance)

Prizes included branded rugby balls, scarves, flags, t-shirts, and more — all ready to be won on the spot.

It wasn't just about rewards. The real magic was in the domino effect:

• One person wins and celebrates.

• Others notice and ask how to get involved.

• The buzz spreads naturally, from pint to pint.

Customers switched drinks to take part. Friends got competitive. Venues were full of Asahi branding — not just behind the bar, but on people’s backs and tables, in the form of flags, scarves, and more.

All while keeping the pressure off staff — no long explanations or complex logistics and lengthy redemption processes. Just scan, play, win.

The Results

• Branded Moments Everywhere: High visibility with merch across venues

• Boosted Sales: Fans switched to Asahi for the chance to play and win

• Effortless Execution: Seamless for busy staff and frictionless for customers

• Viral Buzz: One win led to the next — a ripple effect of participation and brand love

  
  

What the Client Said

"Working with Tavora to help elevate our Asahi x Rugby World Cup activations has been incredible. Everything from building out the look and feel, to the landing page and promotion, the customer service with the venue GMs and staff have made for a great all-round experience."

Want to gamify your next big sporting event?

Let’s chat — and turn your brand into the fan favourite.