Fans across both major football codes can win big this season with Carlton & United Breweries (CUB) launching its biggest ever consumer promotion across the country.
“We have some of the biggest and best tickets, once in a lifetime experiences and other great prizes for both the AFL and NRL covering the entire seasons,” CUB’s Marketing Director Richard Oppy said today.
For the first time a football promotion cuts not only across both football codes, but different beer and cider brands , recognising that footy appeals to a broad consumer base, as does CUB’s portfolio of beers and ciders.
The innovative multi-brand rewards program, driven by a national TV commercial, featuring Jonathan Brown and Cam Smith, aims to drive the category over the six months of the football season.
“With 7 out of 10 NRL and AFL fans declaring they are beer drinkers, we’ve got them covered with Victoria Bitter, Carlton Draught, Carlton Mid, Carlton Dry and Strongbow involved, “ Oppy said.
Oppy said the promo, called My Footy Rewards, means the brewer will be directly communicating to their drinkers through a tailored direct email communication, the first of its kind in the beer category; giving consumers information about their football code, team and relevant activity in their state.
“This has game-changing potential and to give it the best chance of success, it needs to have buy-in from a range of our partners.”
“We’ve certainly had that in spades from our customers and we’ve galvanised our own workforce too,” he said.
Prizes include NRL and AFL game day tickets, Grand Final tickets for both codes, tickets to corporate boxes, merchandise, name in the game opportunities and team-specific experiences.
Oppy said that CUB was in a unique positon to capitalise on its long term partnerships with both the NRL and the AFL and a broad portfolio offering, to offer something to all fans.
“It also supports excitement in the beer industry… driving people in to pubs and venues, and getting their attention in bottle shops and other retail stores.”
The campaign, fronted by a TV commercial featuring Jonathon Brown and Cam Smith is rolling out now along with radio spots, social media and online advertising and point of sale for pubs and clubs.