Newcastle Brown Ale announced the details of Drink the Beer. Get the Gear, a retail and on-premise program that engages sports enthusiasts during the height of the viewing season. From September through December, program elements including social media, a sweepstakes (via Twitter) and occasion relevant cross-merchandising offers, will encourage LDA (legal drinking age) consumers to choose Newcastle to share their fall “good times, good friends” sports-watching occasions, while driving incremental sales at retail and on-premise.
“More than 76% of Newcastle drinkers watch sports on TV regularly or occasionally,” noted Brett Steen, Brand Manager for Newcastle, HEINEKEN USA. “Our No Bollocks Drink the Beer. Get the Gear program reaches these devoted fans of all things sports by offering them the chance to win amazing prizes, including plasma screen TVs, Newcastle gear, giant foam fingers and much more. To participate, Newcastle is inviting consumers to tweet about their sports viewing experiences to #WATCHINGTV whether at home, at a friends or out at their favorite sports bar. Every tweet represents a new opportunity to win prizes, encouraging repeat purchase of Newcastle Brown Ale throughout the program period.”
Social media activation will drive awareness of the program and encourage consumers to visit their local retail and on-premise establishments to participate. At retail, custom designed display and POS elements will be available to decorate stores and drive consideration and purchase of Newcastle Brown Ale. In addition, channel specific cross-merchandising IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) on the purchase of Newcastle and salty snacks (grocery and C-store) or wine and spirits (liquor) will boost out-of-section displays, driving higher retail basket rings. On-premise, occasion-relevant POS will invite patrons to participate in the sweepstakes by choosing Newcastle and tweeting about their account specific sports viewing experiences.