Watching Friday night football games on television is popular in Australia. There is a famous song used to promote the upcoming game, called ‘Friday Night’s a Great Night for Football’. Our brief was to promote Bundaberg Rum as a sponsor of Friday Night Football telecasts. To do this, we created our own versions of the ‘Friday Night’s a Great Night for Football’ song. This didn’t just link Bundaberg Rum with Friday Night Football, it had people singing along to our versions of the song instead, using the power of promotion to get the brand picked up within popular culture.

The Bundaberg Rum ‘Friday Night Football’ songs have been successful in what we targeted as the ultimate goal for the brand – To achieve a place within the culture of Friday night football. After launching in April 2010, the promotion has already generated widespread conversation amongst the target market.