Customers can submit Instagram videos for a chance to visit the birthplace of Newcastle.
Newcastle Brown Ale is launching a 2015 summer retail and on-premise campaign beginning July 3, Independence Eve, inviting Americans to raise a pint of Newcastle and submit videos via social media for a chance at a free trip to England.
This year’s campaign is building off the success of the 2014 Independence Eve campaign.
“This summer, July 4 falls on a Saturday,” noted Priscilla Dohnert, brand director for Newcastle Brown Ale, HEINEKEN USA. “As a result, many LDA+ consumers will have July 3, Independence Eve, off from work. We are celebrating the Independence Eve day off with consumers by inviting them to submit videos to Instagram, thanking Newcastle for the extra day. LDA+ Consumers who share their personal “Thank You” videos will automatically be entered into our Independence Eve sweepstakes for the chance to win a trip to England, the birthplace of Newcastle.”
To build awareness of the summer program, Newcastle is leveraging its social platforms and partnering with shopper targeted digital media to deliver custom content and special offers that will drive consumers to local retail outlets, bars and restaurants to purchase Newcastle. In store, high impact display and POS materials along with compelling channel specific cross merchandising offers (where legal) on relevant summer celebration products including deli items and salty snacks, will drive shopper consideration and conversion. On-premise, POS items including posters, banners and table tents will encourage patrons to make Newcastle their go to beer this summer.
“Summer is the key selling season for the beer category and the competition is fierce,” added Dohnert. “Our summer program will help consumers make the most of their summer celebrations with great-tasting Newcastle Brown Ale and retailers drive incremental sales of the No. 1 selling imported ale (Nielsen Scantrac – FDCM+ – 2014).”