Castle Lite:
#TheLiteSideofSA20
SA20 – Castle Lite, Official Beer Partner
Castle Lite is the Official Beer Partner of the SA20. The SA20 is South Africa’s premier T20 cricket league and the second-biggest T20 league (by viewership) in the world after the Indian Premier League (IPL). In October 2023, Octagon was appointed by Castle Lite to manage the partnership, which consisted of six teams and venues across the country, with 34 games in 30 days, starting on 10 January 2024.
Octagon’s role was to extend Castle Lites “Lite Side Of” platform to the SA20 and to continue to drive their point of differentiation in the sports as the unofficial sponsor of the fans. In addition, Octagon was tasked with developing a standout activation idea that focused on the fan experience; to drive the brand metrics of “fun” and “new and exciting things”; to kick off the year with new activities to keep the brand top of mind on the key occasions; and also to drive volume in stadium and on match days across the country.
Our approach was to “own the fun” and provide plenty of it at home, on social media, and in the stadium at party zones hosted across all 34 games. Octagon brought the “Lite Side of SA20” to life by running a campaign to find the fan of the tournament, with one fan at each game winning a prize. Ahead of the tournament final, six finalists (one from each franchise) would get to attend the final, with one of the six winning a grand cash prize.
Throughout the tournament, Octagon hosted over 14,000 fans at the various party zones, managed over 650 prize winners at games, handed out more than 10,000 merchandise items, and shipped over 5.6 tonnes of equipment, prizes, and branding across the country. Our objective was to create an area that had fans wanting to be part of the best seats in the house and experiencing FOMO if they weren’t in the party zone.
Octagon’s expert work helped Castle Lite stand out from other sponsors during the tournament, achieving a massive 43% share of voice/share of mentions on X.
