Hit The Button and WIN
1 in 4 Tooheys Extra Dry adorers have been walking out of bottle shops with something other than Tooheys Extra Dry. We needed a simple and effective on pack promotion to engage with our customers to persuade that 25% back to Tooheys Extra Dry.
Mobile centric site
We created a theatrical mobile centric site for users who wanted to explore and engage with the promotion as soon as they had purchased a case of Tooheys Extra Dry. Featuring the entry mechanic, the kinds of prizes available, and an update on who had won and what their prizes were.
Desktop experience
The mobile site was reflected for desktop and with a social media community of over 123,000, we also made it accessible through a Facebook tab app.
Digital Prizes
Hitting the button didn’t just give winners really unexpected physical prizes and trips. We also surprised our adorers with a suite of bespoke TED digital prizes such as personalised 8 bit games, odd wallpapers for desktop, mobile and tablet, as well as TED flavoured ringtones.
TVC & Digital Radio Spotify
From the online button activity, a TVC was created that highlighted the unexpected nature of hitting the button to showcase some of the unexpected grand prizes up for grabs.
The promotion extended to Spotify, directing traffic to purchased TED and hitting the button to win.
The promotion extended to Spotify, directing traffic to purchased TED and hitting the button to win.
