Brief Explanation

To get Melbourne bar owners to stock a new cider brand, we ran an outdoor campaign along Melbourne's trendiest street offering ‘Free cider’. When patrons scanned the QR code with their mobile, they were taken to a website that informed that the bottle of ‘Free cider’ had already been won. They were then shown a nice photo of the winner. A further message informed them that they had a second chance for some free cider later that night at a nearby bar, in the local area. Each day for a month, a single bottle of cider was given away. And each day, people were sent a photo of the winner, along with the address of a bar that would be serving free cider later that night. Finally, as the promo drew to a close, participants were sent a video that informed them that a bonus 30th bottle of cider would be given away. To win this, they were told to keep an eye out for a special QR coded pigeon, which had been released in the area. In just 29 days, we had 1305 QR scans and 6424 website visits (4883 unique). 1123 people followed through to the 29 individual and highly successful bar promos. Most importantly, every single bar that participated in the promos, now permanently stocks Old Mout.