Carlton Draught

Beer Drop Experiment

Driving people back into their local using virtual tokens, geotargeting and augmented reality (and free beer!).

The pandemic had left a lasting effect on pubs and restaurants in Australia. Local venues were struggling to get their patrons through the door even once the restrictions had been relaxed. People were still anxious about shared spaces. Asahi Breweries needed a safe, effective way to incentivise patrons back onto barstools, not just for Asahi, but also to help save the livelihoods of pub and restaurant staff and owners throughout Victoria. Our solution: a geo-targeted Beer Drop campaign across 250 venues that harnessed augmented reality (AR), virtual tokens, EDM and targeted social media.

So, we created the Carlton Draught Beer Drop Experiment in conjunction with CUB’s in house agency One House. For a fortnight we dropped a limited number of free virtual beer tokens (100 at each partner venue each week) that patrons could find and redeem for a real beer. In the first week, customers could ‘collect’ their free beer up to 10km away from their local by picking up pins dropped on a map. The second week brought the participants closer by making them grab beers in AR, but this time, they had to be within 50m of their venue. This was amplified by geo-targeted paid social media and a slick EDM campaign with scheduled reminders to drive engagement.

Creating the connection: This hyper-targeted, digitally-driven campaign offered real-life ROI rewards, and it tested and uncovered the most effective ways to support struggling venues by driving footfall to specific venues at key trading periods.

Results:
Winner of Best Innovation – IHAC Awards 2022
99% of users registered for a digital wallet
43% of drinkers redeemed their beer within 7 days (target 25%)

Digital marketing
Virtual media & NFTs

Carlton Draught

Beer Drop Experiment

Driving people back into their local using virtual tokens, geotargeting and augmented reality (and free beer!).

The pandemic had left a lasting effect on pubs and restaurants in Australia. Local venues were struggling to get their patrons through the door even once the restrictions had been relaxed. People were still anxious about shared spaces. Asahi Breweries needed a safe, effective way to incentivise patrons back onto barstools, not just for Asahi, but also to help save the livelihoods of pub and restaurant staff and owners throughout Victoria. Our solution: a geo-targeted Beer Drop campaign across 250 venues that harnessed augmented reality (AR), virtual tokens, EDM and targeted social media.

So, we created the Carlton Draught Beer Drop Experiment in conjunction with CUB’s in house agency One House. For a fortnight we dropped a limited number of free virtual beer tokens (100 at each partner venue each week) that patrons could find and redeem for a real beer. In the first week, customers could ‘collect’ their free beer up to 10km away from their local by picking up pins dropped on a map. The second week brought the participants closer by making them grab beers in AR, but this time, they had to be within 50m of their venue. This was amplified by geo-targeted paid social media and a slick EDM campaign with scheduled reminders to drive engagement.

Creating the connection: This hyper-targeted, digitally-driven campaign offered real-life ROI rewards, and it tested and uncovered the most effective ways to support struggling venues by driving footfall to specific venues at key trading periods.

Results:
Winner of Best Innovation – IHAC Awards 2022
99% of users registered for a digital wallet
43% of drinkers redeemed their beer within 7 days (target 25%)

Digital marketing
Virtual media & NFTs