The Project - Data Build and Brand Exposure

The Client: Barracuda Group & Heineken

Barracuda Group operates over 200 venues in the UK, trading through the Varsity, Barracuda, Smith & Jones and Cape Brands.

Scottish & Newcastle (now Heineken).

The Brief

Working with San Miguel, deliver an exceptional campaign across the Varsity brand to collect a customer database & promote San Miguel to new customers.

The Approach

S&N provided 41 Nintendo Wii’s as competition prizes, each bar was then issued with 2000 flyers and posters featuring unique short codes as well as screen graphics provided by Kaleidovision, Varsity’s video display provider.

Emails were sent to the database to promote the competition.

PowerText tapped all competition data and processed voucher eflyers to customers to redeem at the venues for a £1 bottle of San Miguel. The competition ran for a total of eight weeks.

At the end of the competition PowerText took care of the individual draws and informed the venues of the winners.

The Results

A whopping 14,000 entries were made, kick starting the client's database and over 2500 bottles of San Miguel were sold, increasing the brands exposure and installing it as a firm favourite in the bars.