VB to launch ‘Score Cash’ cricket campaign tomorrow via Apollo Marketing
Apollo Marketing will tomorrow launch what they claim is a world-first campaign for client CUB. After 7 months of technical development, VB’s Summer promotion will launch tomorrow to coincide with the start of the highly anticipated Vodafone Ashes Test Series.
Titled ‘Score Cash’, the campaign takes consumer interaction to a new level, particularly on-premise. Consumers can SMS their entry while they are watching the game in the pub and will instantly receive a text back with a live prediction based on what’s happening. For example, if Shane Watson’s final first innings score in the Gabba test is 30-39 runs, VB shouts you $50!
Says Craig Maclean, VB senior brand manager: “VB engaged our BTL partner Apollo to create a promotion that would; leverage our partnership with Cricket Australia; enhance consumer interaction with our brand in On Premise and drive Off Premise volume all at the same time”.
“We believe that the Score Cash campaign will be huge in pubs and bottle shops over the next six weeks. By offering cricket fans real time, cash prizes based on players’ performances during the biggest sporting event of the Australian Summer, it should be a winner for VB consumers and for VB,” said Richard Woods, group account director, Apollo Marketing.
The campaign is supported ATL with TV, online, radio and print created by VB’s advertising agency Droga 5.
The ‘Score Cash’ promotion is now in bottle-shops on VB and VB Gold cartons and will begin in pubs and bars on November 25th as the first day of the First Test begins in Brisbane.
For the full terms and conditions: vbscorecash.campaign.net.au
7 Comments
What?
Jesus.
How the mighty fall.
Even an app should have a good idea rather than just a promotional mechanism.
Seems Droga5 are doing it as tough as the rest of us.
If I’m watching the cricket, drinking a beer, and probably sticking my fist into a bowl of chips. Why the hell am I going to want to participate in a text messaging game with VB?
Cricket Australia are fucking morons.
In case they hadn’t noticed, it’s this kind of bizarre in-game betting that is destroying the very fabric of the game. X-batsman scoring between 30-39. A no-ball being bowled in the sixth over. Etc. This is the kind of betting that sub-continental bookies have used to pretty much corrupt the very fabric of the sport.
And here’s Cricket Australia using the exact same betting methodologies in a beer promotion.
Complete fucking idiots.
Is Cricket Australia willing to do ANYTHING if there’s a dollar attached to it? It’s just staggeringly stupid.
I know the client is VB, but fuck me if CA thought this is the kind of thing to attach their brand to. I’d love to know why the goon at CA thinks he should keep his job, signing off on stuff like this.
Grow up you lot, this is a cracking idea that will drive consumer engagement throughout summer & is a great way for VB to leverage their cricket sponsorship. If anyone seriously thinks Shane Watson will throw his wicket to help a VB punter win $50 then they’re deluded + whoever wrote the comment about apps & promotional mechanics clearly has no idea or interest in how to generate incremental sales. Probably best you stick to your sinking advertising ship in Surry Hills mate.
Great call – this looks like a well intergrated campaign and a perfect example of how to leverage a sponsorship well. Watch and learn cynical advertising ‘creatives’ – understand your consumers!
Um…this is shit.