The latest phase of a multi-million pound campaign from the nation’s favourite cask ale, Greene King IPA, is giving drinkers the chance to post pictures of themselves on Facebook enjoying their perfect ale moment.
Centring on a specially-designed Facebook app that allows customers to upload images of themselves savouring the perfect pint, the ‘Capture The Moment’ promotion is being supported by branded crowners and drip mats in more than 1,000 pubs across the country.
Those judged to have best captured the essence of the perfect ale moment will win one of 1,000 specially-crafted, toughened glass Greene King IPA tankards the Bury St Edmunds–based brewer is preparing to give away as part of the promotion.
Launched to compliment Greene King IPA’s ‘Crafted for the Moment’ TV advertising campaign Dom South, Marketing Director Greene King Brewing and Brands, believes the promotion will help Greene King IPA lead a breakthrough at the bar for cask ale similar to that enjoyed by cider, wine and lager in recent years.
He said: “Everyone knows the pub is the original social network, something our Crafted for the Moment’ TV advert captures perfectly. ‘Capture the Moment’ builds on the popularity of the ad and gives drinkers the chance to share their own experiences, preserving in time the perfect moments they enjoy with friends and family while savouring the nation’s leading cask ale. The tankards we are giving away as prizes have already had a great reception from the trade since they were launched earlier this year, so I’m delighted we can now offer drinkers a chance to win one for themselves.”
All ‘Capture the Moment’ point of sale promotional materials direct customers to a dedicated Facebook page where they can post pictures, text them to 85008 or share their perfect ale moment in words.
The investment follows a year-long Greene King study into the preferences of more than 30,000 drinkers which showed that although the cask category is predominantly driven by 35+ males, the younger consumer is becoming more important to cask ale volumes, especially 25 – 34 year old males where their share has grown by 19%.
“The perfect ale moment will differ from customer to customer – we’ve shared our own vision through our TV advert but we can’t wait to see what pub perfection looks like for everyone else,” South added.
Search Greene King IPA on Facebook for more information.
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