Instant Win
Becks Instant Win
- Product
- Becks
- Promotion
- Becks Instant Win
- Promoter
- Becks
- Promotion Period
- 01.05.2007 - 31.08.2007
This campaign really made some noise in the market place. ‘Beck's Fusions’, was a series of events that ‘fused’ art and music in a unique interactive performance pod and headlined The Chemical Brothers. Events took place in 4 iconic venues in London, Dublin, Manchester and Glasgow in September 2007. The entrance to these was for exclusive ticket holders only… all the ingredients for a very powerful ‘money can’t buy’ sales promotion. From May to September packs of Beck’s 5% (bottles) and Beck’s Vier (4% can / draught) ran a massive on-pack promotion across the UK and Ireland to win 5,000 pairs of tickets to an event of their choice.
Umbrella was briefed on this promotion due to the combination of mechanics involved – it wasn’t the most straightforward! 4 events, in 2 countries, with options of SMS or web entries, tickets being given away at timed intervals and unusually, no URN required. We were able to drill down to the core calculations in terms of risk for this campaign and offer them reassurance through a series of recommendations on how this campaign could work within their budget.
