Mobile Case Study: Strongbow Bowtime

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December 3, 2009

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1 minute

Scottish and Newcastle worked with Incentivated to encourage drinkers to purchase Strongbow cider by offering them a free pint during “Bowtime” in their local pubs and bars.

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

Scottish and Newcastle worked with Incentivated to encourage drinkers to purchase Strongbow cider by offering them a free pint during “Bowtime” in their local pubs and bars.

Client: Scottish and Newcastle’s Strongbow cider

Medium: Consumers are asked to text a keyword with their name, house number and postcode to 83400. A “WAP Push” is sent back linking to a WAPsite with a 2d mobile voucher, alongside contact details of their nearest participating pub. In addition, a mobile banner advertising campaign allows customers to send their friends a “virtual pint” and directs them to the bowtime.mobi WAPsite.

Conclusion: The campaign actively promoted drinkers to partake in a pint of cider through the Bowtime activity.

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