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Castlemaine “XXXX” – “Free Pint for Every Reader”
Interbrew, brewers of Castlemaine “XXXX” approached PIMS-SCA with a promotion in conjunction with Walkabout Pubs and Hogshead outlets. In order to guarantee budget costs were kept to a minimum, PIMS-SCA were asked to provide anticipated response rates and coverage to protect the promotional budget.
OBJECTIVE
- To drive awareness of “XXXX”, Walkabout and Hogshead outlets.
MECHANIC
- A coupon in The Sun newspaper, entitled the reader to a free pint of Castlemaine “XXXX” at Walkabout Pubs and Hogshead outlets for one date only.
- Readers simply presented their coupon at either outlet to receive their free pint.
PIMS-SCA’s ROLE
- PIMS-SCA provided Over Redemption coverage for the promotion, ensuring that if more people claimed their free pint of “XXXX” than budgeted for, PIMS-SCA paid the rest.
- Interbrew were very pleased with the results of the promotion and succeeded in achieving the objective.
- All outlets, Interbrew and customers were extremely happy with the promotion and as a result of the promotions success anticipate running a similar promotion with the same mechanic.
Unique risk solutions for: |
Sport promotions
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Online and land-based gaming operators
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Sales promotions
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