CUB unites beer brands for six-month loyalty push to collect more detailed customer data
Carlton & United Breweries has brought together five of its leading brands for what it has described as its “biggest ever consumer promotion”, a six month rewards push based around the NRL and AFL.
My Footy Rewards will involve CUB beer brands Victoria Bitter, Carlton Draught, Carlton Mid, Carlton Dry and Strongbow, with the campaign created by Clemenger BBDO Melbourne, in a bid to capture valuable data as it looks to improve its knowledge of customers.
Zoey Saunders, CUB class category development manager, said the way consumers are interacting with brands is evolving, adding: “We are evolving in line with that. Other industries are more sophisticated than the beer category but we are at the start of the journey.
“We are trying to evolve with how consumers are receiving information.”
Drinkers must register on a newly created website to participate.
TV commercials will be fronted by former Brisbane Lions captain Jonathan Brown, Melbourne Storm skipper Cam Smith and, from this Friday, New South Wales Blues captain Robbie Farah.
The campaign will also see CUB embark on a direct marketing push with drinkers through email blasts, which it claimed was the “first of its kind” in the beer category. EDMs will be sent to drinkers which will be tailored depending on the level of personal information held by CUB.
The promotion, which capitalises on CUB’s sponsorship of both sporting codes, will see beer drinkers win prizes on purchases of cases of beer, with winners required to enter a code and personal details on a website to claim their reward.
Among the prizes are 150,000 tickets to AFL and NRL matches, signed shirts, a range of experiences and the chance to have your name on players’ shirts during the State of Origin.
Saunders said the collaboration of five brands in a single campaign is a first for the company as it looks to leverage their collective assets.
Previously each brand has produced individual work.
“It is a new approach for us and the category,” Saunders said, adding that research suggests 70 per cent of NRL and AFL fans are beer drinkers.
Led by TV the campaign is supported with radio, social media, digital and point of sale in pubs and clubs.
Steve Jones
It is such a time consuming and irritating procedure. Big fail from me!
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And a big fail from me. Stuck for an idea, oh lets do a cosumer promotion and complicate things with data collection. I can only imaginethat thier target market will be irirtated by the follw up emails.
Stick to making a good product, that has good distribution, sold at a fair cost , the rest will follow.
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‘My Footy Rewards…a bid to capture valuable data as it looks to improve its knowledge of customers.’
Knowledge of customers who can be arsed to partcipate (tiny proportion of total user base) and also happen to be interested in AFL/NRL (narrowing it even further).
For what they will learn (ie nothing) its a pretty superfluous and expensive extra layer.
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….yawn. people buy brands because of the sub-conscious emotional appeal, not through gratuitous bribery.
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They should be using social media to collect data
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And they named this so called “biggest ever” promotion My Footy Rewards?!
FFS the next time I see any kind of marketing/communication with ‘My’ or ‘Your’ in the name I’m going to punch myself in the throat.
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Never understood ‘Victoria’ Bitter sponsoring the New South Wales Blues…..
Especially when ANZ Stadium sells Tooheys New. Lion, how about the Tooheys New South Wales Blues?
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If you don’t know your customer by now CUB, you must have had too much of your product.
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Which then the social media platform own, not CUB?
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Shouldn’t CUB, the marketers of Fosters, be taking a leaf out of their own book, or more precisely the creative book of Fosters agency Adam and Eve DDB UK? The agency’s research said men no longer subscribed to the “tribal drinker” ethos. Instead males act as sounding boards on how to deal with issues.
And before anyone says that’s a crock, the agency’s Fosters tvc’s won an IPA Effectiveness Award last year. They also returned 32 pounds of revenue for every 1 pound spent on advertising.
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