Beer, boats and mobile advertising - three great tastes that taste great together

Alcohol is one of those things it just seems sensible to advertise via mobile. We’ve seen great booze related apps and campaigns, and Molson Coors has just announced a new one. Adeye will be using mobile marketing for Different World Drinks, a Molson Coors company that concentrates on selling specialist beers.

This is a small, tightly targeted campaign - something similar to the model espoused by Verve Wireless. Different World Drinks will be showcasing it’s premier beers at a boat launch in Bristol, and wants to get the word out by mobile. Invitations to the event have been sent out to a targeted audience via SMS, and the actual tickets were sent via SMS as well. People who got the SMS were directed to a mobile site specially designed by Adeye for the event. For those that attend, there will be a bluetooth campaign at the actual show - which will deliver promotions and a brochure.

Different World Drinks handles beers including Kasteel Cru, Grolsch Weizen, Dos Equis, Blue Moon, White Shield and Zatec.

From the release:

“We have been working with Adeye on a number of exciting initiatives that integrate new mobile marketing campaigns with our traditional print and in-bar marketing,” explained Gavin Hogg, sales manager at Molson Coors. “Mobile is definitely the way forward for our industry and also allows us to build valuable marketing data and help our clients target customers directly, wherever they are.”

“We are delighted that Molson Coors chose Adeye to help with its important brand building and promotional campaigns aimed at its most important customers,” said Tommy Jensen, CEO of Adeye Mobile. “We have certainly proven how easy, powerful and personal mobile marketing can be, even for exclusive events.”

“I have an extremely high speed and hectic work life and receiving the event information on my mobile phone made things so much easier for me,” said Stephen Wallace at The Golden Guinea in Bristol. “The mobile web site would definitely suit my customers too and provide a great way to promote our own events”

What we think?

This isn’t a groundbreaking campaign or anything, but it’s a type of mobile campaign that has been proven to work. Small, short, locationally-relevant campaigns that are specifically designed for one event often get huge response rates. The bluetooth aspect could be a huge flop, but Adeye already has two out of the three ingredients for a good bluetooth campaign nailed down. It has an audience that will be in a certain location for a long time. It has good content (promotions for free beer won’t go afar for most people). Now it just needs to make sure it’s on-site postering is good. No point having a bluetooth campaign if no one knows it’s there. Although, based on previous bluetooth campaigns from Adeye, I’m sure they’ll do fine.