Football fever is continuing long after the conclusion of the World Cup in 750 Punch Pub Company pubs throughout England and Wales.
The leased and tenanted pub company has teamed up with Carling, the UK's best selling beer, and Diageo backed wireless media channel Nightfly to launch a text message based football quiz called Forever Football for its licensees.
The promotion, one of the biggest of its kind, starts this week. Mobile phone users will receive a text message inviting them to visit their nearest participating Punch pub and collect a personalised game card.
Customers will have to answer three football related questions, the first of which is on the game card, while the other two are sent as texts.
Three correct answers earns them a free pint of Carling and all players are also entered into a prize draw to win one of five pairs of Premiership match tickets.
David Bremner, Punch Pub Company’s marketing and promotions manager, said: “We see this as a great way of helping our licensees increase footfall in their pubs and to drive sales of a core product.
“Each participating pub will receive 500 personalised game cards and we can monitor the redemption figures electronically to see how well the promotion is being received.”
David hopes licensees will utilise the information gathered from the Carling text promotion for future marketing initiatives.
“This promotion will build up a database of football enthusiasts and from that information we can easily create tailored text campaigns for any one of our pubs around an event or special occasion,” he said.
“Text messaging is rapidly proving to be a highly targeted and cost effective marketing tool and together with key suppliers and licensees we want to exploit this new technology to its full potential.”
Kevin Georgel, national account manager for Coors Brewers, said: “We are delighted with our joint venture with Punch Pub Company. It will be the biggest text marketing activity of its kind in the UK run in conjunction with one of the country’s largest pub owners and the biggest beer, Carling.
“Text message marketing is an excellent way to make contact with consumers and will increase traffic into Punch outlets.”
Dan Radice, managing director of Nightfly, added: “With this campaign Punch Pub Company and Carling are at the very forefront of wireless marketing. Wireless’ ability to create an interaction between brand and consumer makes it an extremely powerful medium.”
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