The multi-platform promotion runs throughout September comprising online, radio, print and outdoor advertising, boosted by strong PR support.
‘Have the Next One on Us’ mechanic
The objective of the ‘Have the Next One on Us’ promotion is to encourage pub-goers to experience the ‘Brilliantly Refreshing’ Taste of Carling and spread the word to their friends, states Molson Coors.
Prompted by POS, Carling customers in any of the 350 participating pubs are encouraged to text ‘Brilliantly refreshing’ to a shortcode so that they can have the next pint courtesy of Carling. Immediately after texting the shortcode, the customer receives a text message with a link to the voucher mechanic and are then taken through an age-gate and mobile registration form. Upon completion, they select the outlet in which they want to redeem their voucher via GPS or Postcode look-up and are then able to claim a free pint of Carling within the next seven days.
When the customer takes the voucher to the bar, bar staff hit the ‘redeem’ button on the voucher to validate it and record the redemption on the Carling Brilliantly Refreshing tracker. Finally, after they’ve received their free pint, the customer is prompted to share the story on Facebook, further enhancing the viral reach of the promotion.
Discussing the overall ‘Brilliant Refreshment Guaranteed’ campaign, Jordana Busby, Brand Manager for Ireland with Molson Coors, commented, “This promotion aims to not just reward regular Carling drinkers by inviting them to ‘Have the Next One on Us’ but also encourages them to spread the word about the Carling taste experience to their network of friends”.
‘Brilliant Refreshment Guaranteed’ Campaign
The campaign also ran a national poll to reveal Ireland’s ‘Most Refreshing Personality’, won by comedian, broadcaster and science boffin Dara O’Briain with 21 per cent of the vote. President Michael D Higgins and Michael O’Leary were a close second and third.
The nationwide survey sought to identify Irish celebrities who are famous for their refreshing, unique and sometimes controversial views. Results were targeted at print, radio and online media, with a view to driving awareness of and participation in the ‘Have the Next One on Us’ promotion.
In the sporting world Katie Taylor won a whopping 64 per cent of the vote, knocking out soccer legend Roy Keane with 16 per cent and sports presenter Bill O’Herlihy with seven per cent.
Mullingar heartthrob Bressie topped the music poll with 28 per cent of the vote while Bob Geldof and U2 frontman Bono took second and third place with 26 per cent and 17 per cent respectively.
In politics, there were no surprises when President Michael D Higgins topped the poll at 44 per cent. Independent TDs Shane Ross and Ming Flanagan came second and third with 17 per cent and 15 per cent.
Miriam O’Callaghan took first place with 29 per cent ahead of Matt Cooper with 26 per cent while feisty former Apprentice contestant and Republic of Telly star Jennifer Maguire came third with 12 per cent.
Brilliant Refreshment in your free time?
When asked about what consumers considered a refreshing drink, an ice-cold beer came a close second to water with 24 per cent, followed by soft drinks at 20 per cent.
When asked what activities offer guaranteed refreshment, the Irish public demonstrated themselves surprisingly wholesome, voting ‘taking a dip on a hot day’ top. A walk or jog came in second at 26 per cent while enjoying an ice-cold pint after work came third at 21 per cent.