VB is the naming rights sponsor of the VB NSW Blues and engaged TLA to entrench VB as the beer of NSW and launch the VB Blues can via an integrated campaign including, fan engagement, PR, social media, at game and in game.
ANZ Stadium is the home of the VB Sheds located in Cathy Freeman Park for Game 1 and Game 3 in 2016. The VB Sheds are a hub for 6000+ State of Origin fans to get pumped up before the big game, grab an ice cold VB and show their support for the VB Blues. TLA work with the NRL, Sydney Olympic Park Authority, ANZ Stadium and Accor in bringing the precinct to life. Fans can meet and hear from NSW Blues Legends, win a chance to go on ground for the ‘VB Hard Earned Catch’ half time activation through the ‘VB Hard Earned Pass’ onsite activation and listen to live music.
At the ‘VB Hard Earned Pass’ fans are timed passing 5 balls through custom kegs, photographed and then given access to the imagery to share online with the hashtag #VBSHEDS, the two fastest fans won their way on field at half time.
The ‘VB Hard Earned Catch’ is a high ball catching challenge between two participants, once again TLA brings the VB brand to life in stadium to engage the 80,000+ fans with a high energy, entertaining, on brand concept.
TLA also managed the strategic placement of VB branding for broadcast on Channel 9 for Games 1, 2 and 3 which included dressing up the VB NSW Blues coaches box, locker and warm up rooms.