The Opportunity

In September of 2015, Tullamore D.E.W. become an official partner of the 2015 Rugby World Cup, marking the first time that Tullamore D.E.W. has been part of an internationally televised sporting event. Tullamore D.E.W. came to ISL with the opportunity to create a digital activation, focused in social, to spread awareness of this partnership, garner visibility for the brand, and gather e-mail subscribers to their brand new newsletter, Tribe of True Characters. Based off of previous contests and sweepstakes that had been run in the years prior, this project was given a KPI of 300 total Game Face Sweepstakes Entries.


The Product

The crux of the campaign asked Tullamore D.E.W.’s Twitter and Instagram audiences to show their team support by applying “face paint” in their team’s colors. To facilitate this, ISL designed and developed a sweepstakes-entry website. Once a photo is made, the user has the option to share the photo via Twitter or Instagram with #TullyGameFaceSweeps to be entered into the sweepstakes.


The Results

  • 1,559 Entries (419% increase from projected benchmark)
  • 1,587 Total Email Addresses Acquired
  • 893 Total Newsletter Subscribers


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