Beck’s is a small player within the New Zealand premium beer market and Lion Nathan needed to build awareness, stimulate trial and increase Beck’s inclusion within the premium beer consideration set, with only a small budget available.
While a suite of digital media were used, including Facebook, microsites, Twitter, street projections and digital POCKETvouchers, the central piece was an iPhone application developed specifically for the Beck’s List, a highly relevant and targeted campaign that in its development of a new iPhone App delivered a world first in the beer industry.
Downloadable free of charge from iTunes, the application gave premium beer drinkers free Beck’s at their favourite bars, free gig tickets to their favourite events, and a real time gig guide – all from their jeans pocket.
By taking this different approach, the Beck’s List achieved talkability, demonstrating the contagious power of great ideas within a digital environment.
National awareness measures were lifted with spontaneous brand recall increasing from 14.8% to 19%. Trial was significant during the six week period with 16,700 requests. The prompt redemption rate of 80% within 48 hours and 41% within seven days shows the relevance of the offering and the high engagement with this core audience. In particular, the mobile projections drove an exceptionally high rate of same-day redemption. Sales across the 53 participating accounts increased by 30% over the campaign period compared to the same time the previous year. Total Beck’s sales were up 72% on the same period the year prior.