Guinness case study

About the client

Diageo plc is the largest multinational beer, wine and spirits company in the world. Among its many famous brands are names such as Guinness, Smirnoff, Gordon's, Pimm's & Baileys.

In 2005 Diageo signed a four-year  £20m agreement with Premier Rugby for GUINNESS beer to sponsor the UK's leading rugby union competition. The competition became known as The GUINNESS Premiership at the start of the 2005/06 season.

The challenge

Diageo needed to provide employees with online access to all the GUINNESS Premiership sponsorship opportunities throughout the lifecycle of the four-year sponsorship. After a competitive tender, Cubeworks won the contract to provide their online ticketing and hospitality management system.

The solution

Cubeworks have provided Diageo with a system that allows:

• Employees to order tickets and hospitality around the clock.
  
• Administrators to quickly evaluate the business case of orders
• Instant management reports to be produced
• Events to be improved based on feedback captured online

The result

Benefits from implementing the system were immediate:

• Huge time savings processing orders
• Reduce management costs due to improved productivity
• Improved customer experience based on captured feedback

The metrics from the first successful season speak for themselves:

• Popular - Over 650 staff registered to order tickets in just a few weeks
  
• High demand - 11,200 requests for only 9,000 places
• Ease of use - Over 93% of users rated the system's ease of use 'good' or 'excellent' via the feedback system.

What did they say about Cubeworks?