Three has produced a digital video with Waterford hurling star John Mullane which it hopes will spread virally in the run up to Sunday’s Munster Hurling Championship final against Tipperary at Pairc Uí Caoimh.
View the video on the Sport for Business You Tube Channel
The video shows Mullane firing sliotars at three Guinness bottles in a railway sidings and plays to a Rihanna track in the background.  The Three tagline ‘Now You’re unstoppable’ is well represented and the final shots, to a haunting theme from ‘A Fistful of Dollars’ show a branded sliotar bouncing on a hurley, building a sense of anticipation about the game.  By six o’clock this morning the video had been viewed over 7,000 times.
“We wanted to create a video that represented John Mullane’s passion and character and we’re delighted with how it turned out,” said Three Communications Manager Sharon McHugh.
“The purpose of the video was to promote Three’s association with Waterford GAA, and it will be pushed through social media to see how far it goes ahead of the game on Sunday.”
Video has become a crucial element in sponsorship activation and when done well can be a real winner for brands.  The use of Guinness in this video is smart making a connection to an established brand that is centrally linked to the All Ireland Hurling Championship.
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