Rothco's 'Run With It' featuring Neil Back wins Social Media Mashie

Dublin-based creative agency Rothco have added to their 2015 awards roster; picking up a Mashie for Best Social Media Campaign at Mashable’s annual awards ceremony last night in New York City.

The winning campaign, ‘Run With It’ was launched in April this year in the run-up to the European Rugby Champions Cup for Heineken Ireland. Mischief ensued as Rothco and Heineken purposefully leaked the rugby legend, Neil Back’s, mobile number on twitter in a bid to capture messages from unwitting (and daring) fans. The boldest of the bunch were contacted by a fake PA and set up to be in with a chance to win tickets to the ERCC semi-finals… if they could run with it. The campaign was one of Heineken Ireland’s biggest viral campaigns of 2015, preceding the Rugby World Cup.

The Mashies is an annual awards program showcasing outstanding digital work in marketing, advertising and social. Rothco were also finalists for Agency of the Year, as well as Best PR for their viral Hailo campaign ‘Shred of Decency’.

Other awards Rothco have been awarded this year include, three Kinsale Sharks (two gold and one silver) An EIR Spider for Best Use of Creative Technology in Digital Marketing and a Cannes Lion for the campaign, A Shred of Decency.