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Company: Mobious
Project: Carling Free Pint
Dates: Aug 2007 to May 2008
How did the project start?
Carling recently secured the rights to be the official beer of Newcastle United FC. We were briefed to amplify that sponsorship by creating activity around the club and Newcastle City Centre that was both innovative and linked into website registrations.
What options did you consider?
We considered the loyal base of NUFC and the need to provide instant redemption of incentives to trial Carling.
What help and expertise did you receive?
We worked with a specialist provider of mobile marketing technology and directly with O2
Did you face any challenges or learn any lessons?
The biggest challenge was ensuring the technology at the point of purchase was installed and that ALL staff at each participating venue received the relevant training in how to use the equipment. Training sessions were held with all participating outlets and each outlet was mystery shopped prior to campaign launch.
What are the outcomes and how has it improved your business?
The campaign, used program ads on match days and video advertising around the ground to prompt fans to text in to a shortcode to receive a free pint of Carling. They were then sent a ms back with a wap link to download a unique 2 dimensional barcode. Customers then visited selected venues in Newcastle and redeemed their voucher by placing it under the screen of a special decoder which immediately validated the voucher allowing the free pint to be supplied. As soon as validation takes place the voucher is deemed used and cannot be used again, ensuring no fraudulent activity, and the customer is sent a txt message thanking them for redeeming. Additionally selected customers were sent secondary vouchers to be redeemed at an adjacent bar. Thereby allowing the client to drive traffic to selected venues and ensuring customer drank Carling at the venue.
What are your plans for the future?
The test has proved a huge success and will continue to run now as a live campaign throughout the remainder of the football season at selected games.
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