|
|
 |
Castlemaine XXXX – “The XXXX Challenge” Gamecard Promotion
 “XXXX” challenge is Castlemaine “XXXX”s biggest on-trade promotional marketing activity to date. This game card based promotion gave consumers the chance to win over £2.2 million worth of prizes and PIMS-SCA were appointed to provide suitable risk protection for the entire promotion.
OBJECTIVE
- To drive trial and create a reappraisal of the brand.
MECHANIC
- The XXXX challenge was a gamecard-based promotion, appearing in 4,000 targeted outlets and offering a prize fund of £2.2million with 300,000 give-aways.
- With every purchase of XXXX, customers received a gamecard with 4 levels.
- Starting at Level One, if the customer won they could either take their small prize or go on to level two and play for a bigger prize, all the way up to Level Four.
- Prizes on offer included bottle openers, UK-based experiences such as go-karting, bungee jumping with Level Four prizes including White Shark encounters in South Africa or sky diving in Las Vegas.
PIMS-SCA’s ROLE
- Interbrew wanted a campaign that gave consumers a real chance to win.
- PIMS-SCA provided total risk protection for the entire gamecard promotion with their Fixed Fee product.
- As a result, Interbrew were able to maximise their promotional budget and increase the prize fund on offer.
- PIMS-SCA covered the cost of all redemptions from 0 – 100% as well as providing financial, logistical, administrative and risk management for the entire promotion.
- PIMS-SCA is the only risk management company in the U.K. that provides clients with a Fixed Fee solution fully backed by A-rated Insurers who provide £5,000,000 worth of cover for each and every promotion, to give the client complete balance sheet protection.
Unique risk solutions for: |
Sport promotions
|
Online and land-based gaming operators
|
Sales promotions
|
|
|
 |
|
