"7's In The Sand" Beach Rugby

Objective
Generate awareness of Fox College Sports (FCS), while driving traffic to their 877 number and to the Fox College Sports website to increase cable sign-ups.

Program
Makai created and managed the “7’s in the Sand” rugby tournament, hosting 24 teams from across California for 2 days of full contact rugby on Hermosa Beach. Thousands of spectators congregated on the strand and surrounding beach to witness the top 8 teams and more than 275 athletes compete in 34 games for over ,000 in prize money. Red Bull benefits included heavy on-site signage, product sampling and viral awareness among attendees and the rugby community. Tournament entertainment included extreme skydivers and culminated at an awards ceremony and blow out party at a local hot spot.

Result
The events’ success was detailed in several local papers and was confirmed the following year by attracting world famous, former New Zealand ‘All Black’ and 7’s in the Sand announcer, Murray Mexted.