Guinness aimed to reach audience when there is a maximum probability of finding them online –during sports oments on TV when audience is of finding them online –during sports oments on TV when audience is the mall window of opportunity when Audience is distracted from TV by reaching them on second screens in real ime, this was when exciting moments such as a goal appeared on TV. Guinness reached this audience by syncing its’ digital campaign with relevant sports moments– not only did this ensure breaking the mainline to online journey of the Audience for the Competitor, but also aided to increase Guinness’ own audience engagements.