Objectives

• Drive rate of sale.
• Increase household penetration.

Mechanic

• Unique codes were printed on packs of Carling and on promotional game cards available when purchasing pints of Carling in selected pubs and bars.
• The Perfect Pint Experience - participants entered codes at www.carling.com/perfectpint, describing their Perfect Pint Experience. What? Where? Who with?
• 5 great ideas would be turned into a reality by Carling, each worth up to £15,000.
• Additionally, 1 in 10 participants had the chance to win millions of other prizes by entering their code online with instant notification if they were a winner.
• Prizes included Carling Cup Final Tickets, £200 Ticketmaster gift vouchers, tailor-made Carling weekender parties plus 50p Carling MONP coupons.
• MONP winners were emailed a secure web link to download and print their personalised coupon.

PIMS-SCA

• E-Demption powered the e-coupon activity including coupon design, generation of the secure web link plus all back-end reporting and coupon activity.
• Fixed Fee covered promotional set-up & risk protection of the entire coupon, including all MONP coupons.