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Consumers needed a unique ‘game code’ in order to participate. These were found either:
- On Trade - Consumers were given a scratch card when they purchased any VB from a participating pub or bar which then revealed their game code from under the scratch panel. This allowed them to start playing immediately from their bar stool while watching the match.
- Off Trade - Consumers purchased any promotionally marked carton of VB to find a game code inside the pack.
- Consumers then entered their unique game code via SMS or Web. They were then sent an ‘outcome’ by the same channel (i.e. SMS or Web) E.g. ‘If Ricky Ponting scores 0-9 runs in the 1st Innings of the Gabba test, VB will shout you $50'.
Case Study 12: VB - The 2010/11 Ashes Tour
With the Ashes 2010 Cricket Tour, Foster's VB wanted to celebrate its partnership with Cricket Australia, so they decided to launch its richest promotion ever run in Australia!
In this promotion, participating consumers were given cricket predictions ('outcomes') based on Australian batsmen and team performances throughout the Series and if their 'outcome' matched what happened on the field, they won Cash! The beauty of this promotion was that all 'outcomes' that were sent out were being constantly adapted based on 'real time' live predictions.
Product
Fosters VB bitter
Promotion
Score Cash at The Ashes
Promoter
Fosters (Australia)
Promotion Period
Nov 2010 to Apr 2011
The mechanics…
‘Real Time’ Specifics….
A consumer was never sent an outcome that was not a possible winner, because as the match progresses and innings, runs scored and players change, so to do the ‘outcomes’ sent to the consumers. They were constantly being adapted in accordance. So based on the previous example, 'If Ricky Ponting has now scored 11 runs', the previous 0-9 outcome has become invalid, so a new outcome will need to be issued. This allowed the promotion to be played out in ‘real time’.
URMA worked with technical teams to transform their huge matrix of possible outcomes into an operational mechanic that sits behind the promotion. They also provided budgetary protection should the promotion become a runaway success.
