Jameson turns Dan Does Footy's fake Kayo leak into giveaway

Jameson Irish Whiskey and Kayo SPORTS have turned a staged code “leak” involving creator Dan Does Footy into a two-month streaming offer for eligible footy fans.

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The Jameson Ultra Access campaign began when a Kayo SPORTS code appeared during Gorringe’s forfeit content with Collingwood star Nick Daicos. Fans discovered the code worked for people who were not already subscribed to Kayo SPORTS, before it spread across social media, Reddit and OzBargain.

The ‘leak’ was planned from the start

What appeared to be an accidental reveal was staged as part of the campaign. After Gorringe issued a public mea culpa, Jameson and Kayo SPORTS revealed the stunt and said eligible new and returning customers who had successfully used the code would receive two months of ‘Ultra’ Kayo SPORTS access.

The activation builds on Jameson’s existing partnership with Gorringe. Its earlier Ultra Kicking Challenge generated 23.5 million views, according to the brand.

Liam O’Connell, Senior Brand Manager at Pernod Ricard Australia, said: “From the Ultra Kicking Challenge to Ultra Access, Jameson is on a mission to give fans more ways to participate in the game they love.

“We know footy fans are always looking for an edge, whether that’s a better view, a better story or better access. We leant into what had happened & turned a viral moment into a memorable reward.”

Taking the campaign from screens to the MCG

The campaign also offered fans the chance to watch Collingwood play the Brisbane Lions from the Jameson Ultra Bar at the MCG. Three winners and their guests joined Gorringe at the pitchside activation during Round 24.

Jackson Forbes, Head of Sport Sales at Foxtel Media, said the campaign drew fans directly into the activation as the code circulated online.

“From the moment Dan's code started circulating, fans became part of the story. Jameson ‘Ultra’ Access turned that momentum into a genuinely rewarding experience, with Kayo SPORTS and DAZN’s creator and content ecosystem helping amplify the moment and bring more fans into the conversation around footy.

“It proved the value of looking beyond traditional sponsorship formats toward ideas built on shared value for fans and both brands.”

Agencies behind the activation

The integrated campaign was developed by Jameson, Kayo SPORTS and agency partners 2045, Bolster Group and The Gifted Group.

Tim Evans, Founder of 2045, said: “Most sponsorship campaigns start with a logo reveal. This one started with a leak. The fans were active participants in it, as much as Jameson was when they stepped in with the reveal and reward. It’s a great example of modern marketing.”