Campaign aims to deliver 144,000 consumer trials

A Because Experiential Marketing product story

Edited by the Marketingweek Marketplace editorial team Jun 1, 2009

Because has developed an in-store experiential campaign for Scottish and Newcastle UK to promote its Foster's with In-can Scuba and Kronenbourg 1664 with Dynamo Systeme brands.

The campaign aims to deliver 144,000 consumer trials during 480 live days of activity.

Phase one is underway at 40 Morrisons stores nationwide, with the second phase of activity set to take place in Asda and Sainsbury's stores throughout July.

The activity coincides with high-profile television, radio and online campaigns for both brands.

In each participating store, brand ambassadors will educate shoppers about the benefits of Kronenbourg 1664 with Dynamo Systeme and Foster's with In-can Scuba, before offering them a complementary sample and money-off vouchers.

To drive consumer engagement, shoppers will also have the chance to win all they need for the 'Foster's Ultimate Lads' Night - home entertainment equipment and games consoles, plasma television and a fridge to keep their favourite beer cold.

Created specifically for the can format, the In-can Scuba and Dynamo Systeme products both feature an in-can widget designed and patented by Scottish and Newcastle UK to deliver a smoother drink from a chilled can.

The products aim to fulfil consumers' growing demand for pub quality at home.