O-oh. Dan Does Footy’s Kayo SPORTS made account details visible during viral forfeit content with Collingwood star, Nick Daicos. And footy fans spotted it. They tried the code and found it worked for fans who weren’t already subscribed to Kayo SPORTS. Word spread through social channels, then to fan pages before landing on Reddit and Ozbargain.

But what looked like a slip-up was, in fact, staged from the start by Melbourne indie agency, 2045. Dan issued a mea culpa, followed by a joint reveal from Jameson Irish Whiskey and Kayo SPORTS. Rather than shutting the code down, Jameson chose to reward everyone who had successfully used it, with two months of ‘Ultra’ Kayo SPORTS Access.

The campaign, Jameson Ultra Access, also gave all fans a chance to win access to the exclusive Jameson Ultra Bar, pitch-side at the Ponsford Stage, MCG. Three winners and their guests joined Dan to watch Collingwood take on the Brisbane Lions in Friday’s game during Round 24.  Using Jameson’s MCG stadium partnership to create a moment built specifically for fans.

Boosting the stunt sat an integrated, co-branded campaign built by cross-functional teams from Jameson Irish Whiskey, Kayo SPORTS and agency partners 2045, Bolster Group and The Gifted Group. Designed to drive measurable business results for both brands.

Liam O’Connell, senior brand manager at Pernod Ricard Australia, stated, “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.”

Jackson Forbes, head of sport sales at Foxtel Media, added, “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.”

Tim Evans, founder at 2045, commented, “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.”

The campaign continues Jameson’s in-season partnership with Dan Gorringe, following the Ultra Kicking Challenge, which generated 23.5 million views earlier this year. A continuation of Jameson’s Footy platform, created by 2045, anchoring the Jameson brand in giving fans more of what they love about the game.