Carling

Landmrk Gets Them In: Carling Steers Users to Tesco’s To Sample New Cider

About the project

What to do when it isn’t football season is a question that not only fans face over the early summer months, it’s also a real issue for the publications and apps that cater to their league-time needs. Carling’s Tap App -- billed as the home of everything football, beer, mates, and stories -- looked for solutions to this quandary in an innovative way in conjunction with Universal Music and Landmrk. Leading dance music producer Jonas Blue offered his fans the opportunity to feature in a forthcoming video due to be shot in Ibiza. If successful, they and three friends would enjoy a few days on the White Isle living the Balearic dream on film. But in order to put themselves forward, they first had to download the Carling Tap App and head to a Landmrk hotspot -- situated in places close to Jonas’ heart and also branches of Tesco’s up and down the UK. Once there, alongside entering the competition, they were also offered a free four-pack of Carling’s new cider range, presumably to share with the same friends you could be poised to embark on a weekend to remember with.

Results

From the June 14-July 4, fans of Jonas Blue were incentivised to download the Carling Tap App, head for their nearest hotspot, claim a free four-pack of cider, and have the opportunity to feature in a Jonas Blue music video. In total 936 hotspots were activated up and down the UK, ranging from music venues to branches of Tesco’s where fans could claim their free four-pack of Carling Cider. The initiative caught the attention of thousands of fans, the Carling Tap App saw a 200% uplift in downloads over the course of the campaign, Tesco saw an influx of music (and cider) fans into their branches, and groups of friends up and down the country got to come together and enjoy a free drink. The music video featuring the competition winners has yet to be released, but when it is, we’ll share it here first. To find out more about this activation and how to build something similar, contact Landmrk direct at hello@landmrk.it