Breakthrough Funding, a company specialising in securing R&D tax relief for innovators, was looking to increase engagement and appeal to new and existing technology clients. Breakthrough Funding approached us for support with hosting a quirky, stand out event, which would appeal to this audience and make waves.

Working closely with the internal team at Breakthrough Funding, we collaborated to create an event that would be memorable and create engagement and talkability in the sector. Our market research highlighted that the target audience enjoyed beer pong. Brit Pong was born, the UK’s only official beer-pong championship. Taking place in London’s premier ping-pong venue, Bounce, we invited influencers to participate and spectate and put Breakthrough Funding on the map. We were given just six weeks to get 48 teams and 200 spectators to take part and make their booking via an informative, eye catching EventBrite listing.

In order to create buzz in the lead up to the event and drive sign ups, the team utilised their press contacts and social media know-how. We created a number of pieces of engaging content to encourage people to enter and to garner the attention of the national and regional press. This included a video using well known parkour athletes performing trick shots at the Old Truman Brewery, a series of sharable infographics on the history of beer-pong and a ‘how to play’ film to familiarise press and contenders of the rules.

-48 teams took part

-300 spectators at the event

-£32,000 worth of PR coverage including coverage in Timeout, The Metro, Islington Gazette and The Kentish Express

-3,594 views of branded video content

-99,600 impressions on Twitter (Jan – March 2016)

-Daily Star and Islington Gazette were just some of the journalists in attendance