The Shout Magazine (New Zealand)

Lion NZ and Provincial Rugby Unions launch KICK ON

Lion NZ and five Provincial Rugby Unions have come up with a new way to encourage fans to space out their drinks on game day.

Lion’s Alcohol&Me programme together with Speight’s, Lion Red, Waikato Draught and the five Provincial Rugby Unions they support, have joined forces to launch a “KICK ON – Go the distance” promotion to help adult rugby fans pace themselves and remember their teams’ games for all the right reasons this season. The Unions include Northland, Waikato, Tasman, Otago and Southland.

KICK ON is an immersive app designed to give New Zealand rugby fans something fun and engaging to do beyond drinking and challenges them to convert goals, with practical drinking advice and tips along the way. The app is the first of its kind in New Zealand and uses augmented reality – a growing technology that superimposes a computer-generated image on a user’s view of the world.

To activate the KICK ON app, players simply hold their device up to a Speight’s, Lion Red or Waikato Draught logo or 330ml bottle/can. A stadium image will then seemingly wrap around you, complete with goal posts and changing wind directions, and the player can try to convert a rugby ball over the post by dragging their finger back and releasing the ball to kick.

Richard Kinley, General Manager at the Otago Rugby Football Union, says: “Otago Rugby is pleased to partner with Lion NZ in promoting this new initiative.  Attending and watching rugby is a long held community and social tradition in New Zealand.  We here in Otago want this tradition to continue and are committed to creating an environment where fans can enjoy the game with their friends and family and make smart decisions when enjoying a drink.”

Sara Tucker, Lion NZ External Relations Director, says: “We’re really excited to be working with Provincial Rugby Unions to encourage adult fans to be match fit and have a game plan when it comes to their drinking.

“By getting people to look at their drink and play an interactive game, we’re encouraging them to slow down their sipping while showing off their rugby skills at the same time. The app is the perfect filler for half time or breaks in play and helps the good times last longer for fans.”

The campaign will be promoted across Lion brand, Alcohol&Me and Provincial Rugby Union channels as well as in stadiums to encourage safe and sociable drinking among rugby fans.

Players who successfully convert a goal using the KICK ON App between now and September 9th will gain an entry into the draw to win one of five prizes for a weekend away with a mate supporting their team when they play away from home in October this year.

KICK ON is available on the App Store and Google Play. You must be 18+ to play and enter. T&C’s apply. For more info, visit