CASE STUDY: BEER BALLAZ

Beer ballaz: Happy Hour on your Mobile

Jamaica, April - August 2015

Diageo wanted a way to incentivize and drive sales; as well as increase interest and engagement in their three premium beer brands in Jamaica: Heineken, Red Stripe and Guinness.

Objectives

Diageo wanted a way to incentivize and drive sales; as well as increase interest and engagement in their three premium beer brands in Jamaica: Heineken, Red Stripe and Guinness.

Execution

  • We placed under the cap codes on beer bottles that consumers could redeem on their mobile phones for a share of J$20million in prizes and Digicel airtime credit. The solution had to work on ANY type of mobile from feature phone (without internet) to the latest smartphones.
  • So we built a responsive mobile community portal where customers could enter their codes, register and engage with the three beer brands. On the backend we also had to load and track up to 20 million under the cap codes!
  • The registration process allowed Diageo to grow their customer community database 24/7. And by rewarding referrals we encouraged additional engagement and grew this database even more.
  • Meanwhile additional content on the platform such as videos and integration with popular social networks ensured that the campaign was further amplified online.

Results

  • Return on marketing investment of 2,500%
  • In just over 11 weeks 767,000 Beers were redeemed
  • 29% sales Uplift over forecast
  • More than 3 million pageviews
  • 115,340 airtime prizes awarded in real-time
  • Earned media: campaign featured in national media

 

2,500% Return on marketing investment
767,000 beers redeemed Over 11 Weeks
29% Sales uplift over forecast