THE BRIEF
In 2011 Molson Coors-owned lager brand Carling wanted to give its’ drinkers the chance to win the ‘Perfect Pint Experience.’ The Carling Perfect Pint Experience ran across on- and off-trade, giving drinkers the opportunity to win one of 13 million prizes. Unique codes were printed under the ring pulls of cans and game cards were distributed when buying a pint, giving a 1 in 10 chance to win a Perfect Pint Experience. We were asked to manage three tiers of prizes including NME Awards packages, Carling Weekenders and five Perfect Pint Experiences worth up to £15,000 each.
OUR MONEY-CAN'T-BUY SOLUTION
We managed three very different types of prize experience and ensured that Carling’s Perfect Pint Experience messaging was conveyed throughout each experience whilst complying with responsible drinking guidelines as outlined by the Portman Group. NME award winners were transported to London for an overnight stay and enjoyed a Carling reception before being travelling in a traditional London red bus to the awards at London's O2 Academy Brixton on February 29, 2012. This event-led prize played to our strengths and we were able to bring UK winners together for the awards and create a sense of occasion.
Winners of Carling Weekenders told us about their ideal weekend in the UK, where they could enjoy their Perfect Pint with friends or family. Working within a set budget, we made their dream weekend a reality. This included everything from a tailor-made murder mystery weekend in Edinburgh for 12 people to a reunion in Liverpool for five friends who had been in the army and hadn’t seen each other for 20 years. Working on these open-ended prizes, utilised our UK wide suppliers and contacts as we crafted tailor-made prize experiences for individual winners.
All entrants, whether they had a winning or losing code, had another chance to win one of five Perfect Pint Experiences, worth up to £15,000 by sharing their ideal place to enjoy a Carling Perfect Pint at www.carling.com. We organised a trip to the ice hotel in Swedish Lapland for six people with a Carling flag to fly during a snowmobile adventure. Another winner and two friends climbed Kilimanjaro and we provided Carling branded t-shirts for them to wear during their trip and a Carling flag to plant on the summit. Las Vegas was another Perfect Pint destination and winners enjoyed a private VIP plane tour of the Grand Canyon. A sand boarding lesson in the Sahara desert with the opportunity to enjoy a can of Carling under the stars was set up for another winner and six guests. For our fifth winner it was a trip to Peru, for a photo opportunity with the llamas at Machu Picchu and a Carling branded flag to fly. Our experienced travel team and global contacts meant that we were able to craft trips for the winners which embodied their Perfect Pint experience they had described in their entry and ensure that their trip remained synonymous with the Carling campaign.
