The Brief

Monteith’s has a wide range of beer and cider right from a classic lager to a full bodied black, the problem being consumers tend to stick to one or two beers in the range and don’t consider branching out. The objective of this brief was to increase consideration (22-25%) and trial (62-65%) of the Montieth’s range and ultimately show consumers that there’s more to Monteith’s than you think.

Describe how the promotion developed from concept to implementation

Via a smartphone application, users were asked to hunt cuts of meat on four different animals and at each point they were given a Monteith’s beer or cider to match. As the user played, they not only had an addictive game experience, but a relevant brand experience bringing to life the entire range of Monteith’s beers. By playing the game, you could enter the promotion and the chance to win the actual meatpack you had hunted in the virtual game.

Describe the success of the promotion with both client and consumer including some quantifiable results

To date, 20,000 people have downloaded the app, with over 70,000 sessions played. With 4 meat and beer matches per game that’s over 280,000 bottles of Monteith’s matched. 3,000 players have also used the in game ‘scan a bottle’ to gain an extra entry into the prize draw pushing trial of the Montieth’s range. Over 18,000 people have entered the draw to win a real life meatpack, with over 500 meat packs hunted and BBQ’d to date! We are yet to receive updated brand metrics on consideration as the campaign is still going.

Explain why the method of promotion was most relevant to the product or service

Being the first beer brand in New Zealand to encourage food matching, it was a simple insight that got us to our creative solution. Food tastes better when you have a beer in your hand! The trick with this was we had to find an interesting way to apply matching again that was relevant to the target audience, and not just another boring recipe card!