The campaign aims to get Britons out of the house and in to their local with the offer of a free bottle of Beck’s Blue from 21st – 27th January, reminding punters they can still enjoy the pub without the alcohol. Beck’s Blue Monday, in partnership with Mitchell and Butlers, will be activated in more than 1,000 pubs and bars across the UK including All Bar One, Nicholson’s, Vintage Inns and O’Neill’s. A full list of participating venues is available here
The campaign will offer a treat to Brits on the gloomiest day after the festive fun has worn off, the Christmas spending has caught up with them and they’re considering giving up their resolutions. In addition, the campaign gives pubs and bars a welcome boost in a traditionally quiet month.
This year, 4.2 million people are estimated to be cutting out drinking in January which is indicative of the rapidly growing trend for moderation in the UK as a third of under 25s now say they are teetotal. By the time Blue Monday rolls around many Brits will be tempted to break their alcohol-free New Year resolutions. Indeed, AB InBev’s own research, conducted last year, revealed January 20th was the day consumers are most likely to give them up.
As a result, the company is working with digital marketing platform provider Eagle Eye to support these Britons and remind them of the broader range of options available to them.
In partnership with Driftrock
– our Facebook media partner that uses data from around the web to power better targeted, more timely social media ads - Eagle Eye’s AIR platform provides AB InBev with promotional visibility from issuance through to redemption at checkout at Mitchells & Butlers’ outlets. It enables comprehensive media reporting in real time and maximises return on marketing spend through optimised customer engagement. Relying on uniquely issued coupon codes, it also eliminates the potential for coupon fraud.