Victoria Bitter kicks off cricket marketing drive with scoreboard watch giveaways

Victoria Bitter has today kicked off its traditional cricket-themed TV marketing drive with the brand giving away watches that will keep drinkers up to date with live scores and major events during the test series with India and the one day World Cup.

The 30-second slot taps into VB’s ongoing strategy to appeal to “hard-working Aussies” with the technology allowing fans “to watch the cricket when you can’t watch the cricket”.

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.

The TV campaign had been due to start last week, but was delayed following the rescheduling of the first test match following the death of Australia player Phil Hughes.

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.

General manager of craft, cider and global brands at Carlton United Breweries, Craig Maclean told Mumbrella last month that VB “has beaten Apple to it” by launching wearable technology into market.

Steve Jones


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.