CUB unites beer brands for six-month loyalty push to collect more detailed customer data
Carlton & United Breweries has brought together five of its leading brands for what it has described as its “biggest ever consumer promotion”, a six month rewards push based around the NRL and AFL.
My Footy Rewards will involve CUB beer brands Victoria Bitter, Carlton Draught, Carlton Mid, Carlton Dry and Strongbow, with the campaign created by Clemenger BBDO Melbourne, in a bid to capture valuable data as it looks to improve its knowledge of customers.
Zoey Saunders, CUB class category development manager, said the way consumers are interacting with brands is evolving, adding: “We are evolving in line with that. Other industries are more sophisticated than the beer category but we are at the start of the journey.
https://www.youtube.com/watch?v=5ds8y8Zyr48&feature=youtu.be
It is such a time consuming and irritating procedure. Big fail from me!
And a big fail from me. Stuck for an idea, oh lets do a cosumer promotion and complicate things with data collection. I can only imaginethat thier target market will be irirtated by the follw up emails.
Stick to making a good product, that has good distribution, sold at a fair cost , the rest will follow.
‘My Footy Rewards…a bid to capture valuable data as it looks to improve its knowledge of customers.’
Knowledge of customers who can be arsed to partcipate (tiny proportion of total user base) and also happen to be interested in AFL/NRL (narrowing it even further).
For what they will learn (ie nothing) its a pretty superfluous and expensive extra layer.
….yawn. people buy brands because of the sub-conscious emotional appeal, not through gratuitous bribery.
They should be using social media to collect data
And they named this so called “biggest ever” promotion My Footy Rewards?!
FFS the next time I see any kind of marketing/communication with ‘My’ or ‘Your’ in the name I’m going to punch myself in the throat.
Never understood ‘Victoria’ Bitter sponsoring the New South Wales Blues…..
Especially when ANZ Stadium sells Tooheys New. Lion, how about the Tooheys New South Wales Blues?
If you don’t know your customer by now CUB, you must have had too much of your product.
Which then the social media platform own, not CUB?
Shouldn’t CUB, the marketers of Fosters, be taking a leaf out of their own book, or more precisely the creative book of Fosters agency Adam and Eve DDB UK? The agency’s research said men no longer subscribed to the “tribal drinker” ethos. Instead males act as sounding boards on how to deal with issues.
And before anyone says that’s a crock, the agency’s Fosters tvc’s won an IPA Effectiveness Award last year. They also returned 32 pounds of revenue for every 1 pound spent on advertising.