Chivas Brothers Pernod Ricard have partnered again with SilentManager to deliver award winning fantasy campaign in Thailand.

Drinks giant Chivas Brothers Pernod Ricard are partnering with SilentManager, the fantasy sports game specialists to deliver a second year of the award winning Premier League fantasy football campaign for their Thai consumer audience, based around Thailand’s largest selling whisky product – 100 Pipers.

The “100 Community Fantasy Football” site had an outstanding response in its first season, with over 90,000 registrants delivering over 39,000,000 page impressions. The site has been a successful tool to engage the user base for the duration of the football season. The success of the campaign has been exceptional, building up a loyal fan base from scratch in year one.

It was of paramount importance for Chivas Brothers Pernod Ricard that the game should attract a build a strong genuine online football community. SilentManager worked closely with Circle IMC, Chivas Brothers marketing communication agency, to lead the consultation, using the league structures within the game to create new opportunities to win prizes, and new opportunities for promotion. A user forum was also set up as an extension of the site, giving registrants the opportunity to discuss tactics and interact with other game players, encouraging repeat visits over a sustained time period.

The Fantasy Football campaign received an award for Digital Marketing at the prestigious “Les Embiez” annual awards.

‘It’s a great accomplishment to receive this award’ says Miranda Hart of Circle IMC, ‘We had no idea of what powerful capabilities fantasy football has as a marketing tool. SilentManger’s expertise has proved to be invaluable in developing our innovative strategy and we have all enjoyed the success of this integrated approach to delivery.’

Ultimately, the marketing strategy was really effective as it undoubtedly raised attention, emotions and got people talking. Preparations for next season are now taking place. SilentManager are able to build their relationship with Chivas Brothers Pernod Ricard to take the campaign to the next level. Online fantasy football is a relatively new concept for the Thai audience and to already be dominating the market is an incredible achievement.

‘It’s great to be working with Chivas Brothers Pernod Ricard again. It’s clear that our clients understand that fantasy sports games go well beyond offering additional content for their websites’ said Sarah Wildman-King, Head of Operations for SilentManager.

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Contact Information:

Jon Trigg


UK: t. +44 (0)1273 916140, AU: t. +61 (0)2 9954 4455