Competitions and Scratchcards
'Smithy the Horse' On-Trade Promotion
- Product
- John Smiths
- Promotion
- A share of a horse
- Promoter
- Scottish & Newcastle
- Promotion Period
- 11th Jan to 12th Feb 2010
Some background…
John Smiths were looking to leverage their sponsorship of the Grand National with this promotion. This hugely engaging activity developed by Space, offered the chance to get a ‘No Nonsense Share’ in a real racehorse - Smithy The Horse, when consumers purchased a pint of John Smiths.
The mechanics…
From January until February 12, 2010 buying a pint of John Smith's in participating pubs entitled the purchaser to register for a share in 'Smithy - The People's Race Horse.'. This could be done by SMS, online or by freepost. Share holders were then able to participate in Smithy's development through a series of regular communications via SMS and e-mail and given the opportunity to vote on key decisions on his progress, for example on the race meetings he should race at (in consultation with his trainer).
This was a new and unusual sales promotion, full of unknowns, so Umbrella provided cover to protect the campaign's marketing budget should it exceed the forecasted redemption rates.
