Victoria Bitter ‘beats Apple to market’ with launch of live cricket scoreboard watch

Victoria Bitter will kick off its traditional cricket-themed summer marketing drive by giving away watches that will deliver live scores from the test matches and the Cricket World Cup to wearer’s wrists, Mumbrella can reveal.

The watch will link to smartphones via an app and provide updates of the progress of Australia during their four test series against India, the one-day series with England and South Africa and the one day World Cup, which starts in February.

Screen Shot 2014-11-11 at 11.20.13 AMGeneral manager of craft, cider and global brands at Carlton United Breweries, Craig Maclean said VB “has beaten Apple to it” by launching such wearable technology into market. Six thousand watches will be up for grabs, 5,000 of which can be won by buying a case of VB and entering a code on the website, while 1,000 will be earned by “super loyal customers” who purchase 10 cases of VB.

The campaign follows on from its cricket-themed marketing drive last summer when VB gave away mini scoreboards.

Maclean told Mumbrella: “We have beaten Apple to it. They will launch their iWatch next year and we are launching the VB live cricket watch now.”

He said the multi-million dollar, multi-platform campaign, which will include the launch of TV ads next week and has been created by Clemenger BBDO Melbourne, will follow previous themes by positioning VB as the “big cold beer of cricket”.

“With the test series against India followed by the World Cup this will be Australia’s biggest ever summer of cricket and VB wants to ensure hard working Aussie drinkers don’t miss a moment,” Maclean said.

“Last year’s scoreboard was our biggest ever campaign but the live watch will take it to the next level.”

The watch will vibrate when batsmen score a four or six while the VB theme tune will play when there is a major event such as a wicket or a player notches up a century. It will also remind workers “to knock off work for a big cold beer”.

Maclean said 4,500 entries have already been received within 24 hours of launch and with little promotion.

“We had 400,000 entries last year but we hope to beat that this time around,” he said.

“Our objective is to provide a better cricket experience for Australians and we also want to make sure it results in an uplift in volume of sales, gets high engagement from consumers and gets significant cut-through in the market. We have built a reputation of having really high engaging promotions and we believe this will be bigger and better than ever.”

The technology has been developed by Zinc with the campaign 12 to 18 months in the making, Maclean added.

Steve Jones


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