The New World Beer & Cider Awards celebrates great beer and cider from around New Zealand and overseas. We needed to raise awareness of the award winning brews amongst our Clubcard members and drive engagement , however we knew from previous years’ campaigns that direct mail wasn’t resonating with them.
The challenge we faced was that the Clubcard database is skewed around 70% female, who aren’t necessarily the end consumers of beer and cider. We needed a campaign that encouraged sharing and sparked a conversation to engage those who are actually consuming in this category. And what better way than by posing thought-provoking questions intended to get people chatting, debating and sharing with friends? Leveraging on the popular “Would you rather …” game, we developed an online experience that did just that. While it was wholly unscientific, participants’ answers would determine the award winning beer or cider they’d get served up.
Using only BTL channels and owned media, we drove 25,000 people to the site and got nearly 15,000 entries into the Beervana competition over the 3 week campaign period. Most impressively, on average people were spending over 9 minutes playing the game which indicated really strong engagement with the campaign.
