Jameson Irish Whiskey turns viral Kayo SPORTS prank into fan reward

Jameson Irish Whiskey and Kayo SPORTS have launched the ‘Jameson Ultra Access’ campaign, turning a viral social media moment into a co-branded marketing activation. The stunt began when content creator Dan Gorringe, appearing in a video with Collingwood player Nick Daicos, appeared to accidentally reveal Kayo SPORTS account details.

After the code circulated on platforms such as Reddit and Ozbargain, it was revealed that the slip-up was a staged event orchestrated by the Melbourne agency 2045. Instead of disabling the code, Jameson rewarded eligible new and returning customers who used it with two months of ‘Ultra’ Kayo SPORTS access.

The campaign also included opportunities for fans to win access to the exclusive Jameson Ultra Bar at the Melbourne Cricket Ground (MCG) during a Round 24 match between Collingwood and the Brisbane Lions.