Bulmers shortlisted for 2022 International Loyalty Awards with their innovative chatbot solution
The problem:
As with many D2C brands, identifying opportunities to target and engage consumers can be difficult. Bulmers were looking for an innovative solution between their brand and current Bulmers lovers – as well as new customers to form fresh relationships.
The Solution:
Bulmers launched a geo-targeted chatbot on Facebook and Instagram feeds around Ember Inns, Stonegate and Sizzling pub locations for 2 weeks. By engaging with the bot, consumers could claim a free bottle of Bulmers Original and receive directions to the nearest participating pub, they also had the option to opt-in for news and future offers.
The Results:
4.8k people requested a coupon and of those, 858 redeemed (18% issuance to redemption rate, 3% above the industry average) with 224 opting into future marketing communications.
How Eagle Eye Helped:
The omnichannel campaign was powered by Eagle Eye AIR, from delivering coupons (QR codes) to consumers which could be clipped to their digital wallet, through to the seamless redemption at the POS and the management of the subsequent campaign data. The data provided insights into which social media channels and participating venues generated the most redemptions, helping Bulmers learn how to optimise future media spend. Eagle Eye also controlled the ability for consumers to be restricted to one bottle per person in the campaign to help eliminate fraud.
BrewDog's Lost Lager campaign
BrewDog ran an awareness campaign to encourage lager drinkers in selected Mitchells & Butler venues to try Lost Lager.
Campaign posters were placed in O’Neill’s pubs around the country offering a reward of a free pint of Lost Lager. Customers texted “Lost” to a special campaign number and received an SMS reply with a link to a landing page where they completed a survey question to receive a code that could be redeemed there and then.
Guinness launches seamless user redemption
Guinness has launched a new campaign offering customers a free pint at participating Greene King pubs to facilitate multi-stream marketing activations via a seamless mobile consumer journey.
The famous Irish Stout maker partnered with influencers and advertised its offer via social media, inviting users to claim a free pint of Guinness at selected Greene King pubs. Following a link through a Guinness campaign landing page, users enter valid email contact details and postcode, and verify their age. They were then prompted to download their unique, one time and location-specific voucher straight to their Apple Passbook or Android equivalent Wallet. Vouchers can be redeemed at the point of sale in their nearest Greene King pub.
Guinness also used the campaign to retarget existing customers with its free pints promotion along with rugby ticket giveaways.
How Eagle Eye helped
Eagle Eye acted as Guinness’s digital activation partner, handling the issuance of the campaign’s promotional vouchers through social media and a Guinness-branded landing page, as well as their redemption in-venue at point of sale in participating Greene King outlets.
Greene King Rugby World Cup campaign
Greene King has launched a new campaign offering customers a free pint of Greene King IPA, the nation’s favourite and fastest selling cask ale, to celebrate the Rugby World Cup. In addition to its role as the Official Community Club Partner of England Rugby, Greene King is also the Official Beer of England Cricket and will be running a series of short films featuring the England Cricket team debating rugby and cricket over pints of IPA with ex-cricketer and Question of Sport captain Phil Tufnell. The campaign and media are running during coverage of the Rugby World Cup. It also features outdoor, press, social and digital, continuing the idea of rugby debate.
How Eagle Eye helped
Eagle Eye is Greene King’s digital activation partner, handling the issuance of the campaign’s promotional vouchers through social media and the pub chain’s own landing page, as well as their redemption at Greene King’s in-venue point of sale. The campaign was created by independent creative agency, Isobel.
Carlsberg’s “Probably not the best beer” campaign
Carlsberg has launched its “Probably not the best beer” campaign to support the relaunch of its Danish Pilsner beer. The ad campaign is complemented by On-Trade and Off-Trade campaigns to allow customers to sample the new beer recipe. Strategically geo-targeted Adshel poster sites and social media ads direct people to a website landing page where they can obtain a voucher for a free pint of Carlsberg. The voucher can then be redeemed from Stonegate pubs, who run over 772 pubs and bars, as well up to 500 independent venues across the UK.
How Eagle Eye helped
Eagle Eye created a multi-merchant landing page where customers sign up, choose their nearest venue and receive a unique code which is redeemable in the venue of their choice. Eagle Eye solved the challenge of delivering the right code for the right venue across multiple merchants using different EPOS systems whilst providing campaign data and reporting across all venues.
Jack Daniel’s “All Access with Jack” campaign
Jack Daniel’s has launched its ‘All Access with Jack’ campaign in conjunction with ASDA, the Co-op, Morrisons, Sainsbury’s and Waitrose. This is the brand’s first ever major on-pack promotion and offers shoppers the chance to get 2 for 1 on Jack Daniel’s and Coke at Greene King pubs as well as enter to win a variety of exciting music prizes when they purchase a promotional bottle of Jack Daniel’s Old N 7, Honey, Fire or Rye. ‘All Access with Jack’ is a 360 degree campaign that includes digital 6 sheets, in-store POS, magazine ads, digital banners, social media, PR and head office sampling.
The promotion mechanic is an on-pack neck tag that encourages shoppers to scan a QR code that directs them to a custom-made microsite where they enter their unique code to receive the 2 for 1 offer.
How Eagle Eye helped
Eagle Eye provided the unique codes for the campaign and built a customised landing page where consumers enter the code to receive the 2 for 1 offer at Greene King pubs. Eagle Eye also provide the data and campaign reporting showing.
Get 2 for 1 on Jack Daniel’s and Coke at Greene King pubs
Visit your nearest ASDA, the Co-op, Morrisons, Sainsbury’s and Waitrose supermarket and buy a promotional bottle of Jack Daniel’s Old N 7, Honey, Fire or Rye then visit jackdanielspresents.com to enter your unique promotional code.