Rockshore launches festive ‘Christmas Craicer’
Rockshore, Ireland’s refreshing lager, today (1 December) announced the launch of its innovative ‘Rockshore Christmas Craicer’ campaign, designed to inject unique digital fun into the festive season and spark moments of connection for friends this Christmas.
Rockshore ‘Christmas Craicer’
Developed by VML, the ‘Rockshore Christmas Craicer’ invites consumers to join the experience by scanning QR codes found on Rockshore beer mats and OOH posters, or by clicking through on social media channels.
From there, users can connect their phone with a friend through a mobile web app to virtually ‘pull’ a Christmas cracker together.
One friend will receive a festive joke, while the other has the chance to instantly win a prize.
James Lace, marketing manager for Rockshore, commented: “At Rockshore, we believe in embracing the lighter side of life, and Christmas is no exception.
“The Rockshore Christmas Craicer campaign perfectly encapsulates Rockshore’s refreshing essence, bringing festive fun directly to our consumers.
“By flipping the role of technology to spark connection with cracker jokes and fantastic daily prizes – from Ireland’s best festival experiences to thousands of free Rockshore pints – we’re excited for all Irish adults to pull a Christmas Craicer and take a little break, because Christmas is the Most Wonderful Time For A Beer.”
Grounded in the insight that the festive season creates both consumer fatigue and intense brand clutter, the campaign positions Rockshore as the beer that brings ‘refreshing moments of pause’.
By turning a familiar Christmas ritual into a shareable digital experience, Rockshore provides a simple escape from the holiday hustle while offering instant connection and gratification people naturally seek at this time of year.
Tomy Lavagno, creative director at VML, added: “This Christmas, we wanted to deliver something truly distinctive for Rockshore, cutting through the festive noise with a touch of modern Irish craic.
“It’s about giving people those much-needed moments of fun and pause during the holidays.
“We’re incredibly proud of this innovative blend of OOH, digital engagement, and social fun.”
Running from 1 to 27 December, the campaign will award an impressive 250 prizes every single day.
Prizes include coveted experiences such as tickets to Ireland’s biggest festivals, sold out gig tickets, Irish Coastal Getaways, LOITV passes and thousands of free Rockshore pints.
Adults of legal drinking age can look out for Rockshore beer mats and OOH posters, or visit Rockshore’s social media channels to participate.
