Beck's Ice: Are you ready to hunt the gold?

Beck's Ice, a lager brand, increased brand awareness and consumption rates in Vietnam by launching the country's first digital under the cap promotion.

Campaign details

Brand: BECK'S ICELead Agency: The Purpose GroupRegion: APAC

Strategy

Objective

Under-the-cap (UTC) promotion has been the most popular and strategic promotional scheme in Beer industry. However, the traditional ways of UTC campaign have a few limitations for both brand and consumers.

First, it's not convenient at all. Consumers need to keep the caps and claim back later, or they need to text a long line of SMS digit code, not mention about sms fee that leads to low conversion rate. Second, all those cumbersome processes only lead to a very boring prizes: they...

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