Hot on the heels of the release of its latest advertising campaign, the brand has unveiled its latest promotional campaign featuring the Magnatron, a 10-storey-tall version of the classic arcade skill-tester.
The campaign, to run through August and September, is offering the chance to take control of the Carlton Draught Magnatron and win a share of up to $100k in prizes.
The super-sized skill-tester, comprises a 30-metre high crane and an 18-metre enclosure filled with $100,000 in prizes. Prizes include a Toyota HiLux, a 10 year AFL Grand Final hospitality package and $5,000 cash from a one-of-a kind Carlton Draught ATM.
To be erected in parkland alongside the MCG, the contraption will be brought to life during the AFL Finals series in September and culminate on AFL Grand Final day, Saturday 25th September, as the competition winners step up and attempt to extract prizes from the giant arcade game.
Fourteen winners will have the chance to test their skills, using the Magnatron to swivel, slide and drop down to collect their share of the $100,000 prize pool by placing the crane arm and the magnet into position, before sending it downwards to clasp on their prize and remove it from the enclosure. The contestants will be made up of prize winners selected from the Carlton Draught on-pack promotion and via an on-air radio contest with Austereo Melbourne.
The promotion coincides with the launch of the sixth ad in the “Made from Beer” series which has included the celebrated “Big Ad” and “Flashbeer” commercials, but not the ill-fated “Tingle” commercials which never saw official release.
CUB’s group marketing manager, Vincent Ruiu, attributes the series as being responsible for the beer becoming the biggest selling tap beer nationally.
“Through the 1990s this brand was a Victorian brand, front bar, drunk by everybody and really on-premise. No one drank it as a packaged beer,” Mr Ruiu was quoted as saying.
“In 2001 we launched nationally and since then we have had nine years of consecutive volume, value and share growth in a category that has been declining.”
He was quoted in the Sydney Morning Herald as saying the appeal of the ”Made from Beer” lay in its portrayal of the fallibility of its core target market, 18- to 35-year-old men.
“‘It’s OK to be a little bit shit,’ he said, referring both to the characters in the ads and the people who drink that beer.”