Throughout the summer, Carlsberg have been offering a Premier League redemption gift campaign. When customers purchase Carlsberg beer, the customer is in for the chance to win one of five gifts. These gifts range from Premier League “Man of the Match awards” ceremony experience for two to Sport goods voucher worth HK$200.
All of Carlsberg’s gifts are exclusive, though clearly some are much more exclusive than more, hence the limited amount of each prize.
How do redemption gifts help?
Carlsberg is one of the many sponsors of the Premier League, though it is the largest, it still needs to heavily promote it’s brand image and connection to the Premier League. The best way to achieve this is by holding promotional campaigns, in the past these can be in the form of World Cup or Euro Cup promotions. The quality of promotional products can vary to on pack promotions or gifts with purchases.
In this promotional campaign, by offering a redemption gifts in through competitive marketing, Carlsberg is certain to at least increase interest in the brand. The drink market is intensely competitive, and customer retention is extremely difficult as there are so many options in choice of producer. Carlsberg has gone for a marketing campaign that will not only boost the brand awareness but also increase positive recognition for potential customers.
Although it is extremely unlikely to win the best and most limited prizes, customers who do purchase Carlsberg’s products are much more likely to win the other prizes. By aligning themselves with the Premier League, customers will be more likely to drink Carsberg while watching matches. This will lead to increase brand recognition and a increasing potential for customer retention.
For more information please see below for similar marketing strategies:
- Redemption centers for promotional campaigns
- Pocari Sweat Display with Event Redemption Gifts
- Effective redemption marketing from Shin Kong Bank
- Gatorade launches gift redemption campaign in UK
- Disney figurines as a redemption marketing gift at Carrefour