Rockshore has launched a new festive digital campaign designed to spark connection and light-hearted interaction during the busy Christmas period.
The “Rockshore Christmas Craicer” campaign, created by VML, invites consumers to scan QR codes on Rockshore beer mats and out-of-home posters, or click through from social media, to access a mobile web app that allows two friends to virtually “pull” a Christmas cracker together. One participant receives a festive joke, while the other is instantly entered to win a prize.
James Lace, marketing manager for Rockshore at Diageo Ireland, said the campaign reflects the brand’s focus on connection and easy-going enjoyment during the festive season.
“At Rockshore, we believe in embracing the lighter side of life, and Christmas is no exception,” Lace said. “The Rockshore Christmas Craicer campaign brings 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.”
According to Lace, the campaign is grounded in the insight that the festive season can drive consumer fatigue and heavy brand clutter, positioning Rockshore as a brand that offers “refreshing moments of pause.” By turning a familiar Christmas ritual into a shareable digital experience, the brand aims to provide simple escapism and instant connection at a busy time of year.
Tomás Lavagno, creative director at VML, said the campaign was designed to stand out through a blend of traditional and digital media.
“This Christmas, we wanted to deliver something truly distinctive for Rockshore, cutting through the festive noise with a touch of modern Irish craic,” Lavagno said. “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 Dec. 1 to Dec. 27, the campaign will award 250 prizes daily, including tickets to major Irish festivals, sold-out gig tickets, Irish coastal getaways, League of Ireland tickets and free Rockshore pints.
