To increase brand awareness and promote Bavaria Pils as a premium beer, Bavaria ran an instant win promotion from Nov 08 – July 09. The Gleeson Group, who distribute Bavaria in Ireland, wanted to establish a long-term dialogue that drives people to try the beer, thus increasing sales and building a mobile database of opted-in customers.
The campaign was promoted on-pack and any can of Bavaria that had a code on the ring pull was a winning can. To find out what prize they had won, consumers simply texted the unique code to 51500. Cash prizes ranged from €5 - €1,000 with a prize fund worth €250,000 in total! Other prizes included branded Bavaria content such as mobile wallpapers.
In addition to generating the 41,740 on-pack unique codes, Púca developed the instant win mechanic including the dedicated keyword, code verification, prize allocation and online login for the client to view and track all entries. Púca also captured the customer information in order to generate winner reports which included the winner’s number, name & address, prize won and time & date entered. The reports were then sent on to The Gleeson Group for prize fulfillment.
To find out more about Púca please contact us on +353 1 499 5090 or email info@puca.com
