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.

footy2TV 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


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