Objective:

Beck’s Vier is a brand that prides itself on championing up and coming musical artists. They wanted to reach their target audience of young men who regularly listen to music and offer them a free music track download via creative advertising in the Bars and Pubs they socialise in. Using Admedia’s mobile services, Beck’s Vier offered consumers the chance to download the track using NFC technology, QR codes and Search. All consumers needed to do was choose which mobile option they wanted to use, which then connected them to a special microsite that offered easy instructions for downloading the chosen track.
Becks wanted to place extra emphasis on the East London area so a concentration of 25,000 NFC beermats were distributed here.

Effectiveness:

Our advertising generated:

5,108 interactions

25% of consumers downloaded a track

An increase in Beck’s Vier brand equity by 17% pts

An increase in Word of Mouth – 90% of consumers said they would tell someone else about the promotion

An increase in followers- 45% said they were more likely to now follow Beck’s Vier on social media

Increased purchase propensity- after seeing the advertising, 51% said they were more likely to purchase Beck’s Vier in a Pub

 

Source: NFC data and independent research with Market Management