On day five of the FIFA cup world 2014, we take a look at how brewers like Budweiser, Heineken, Halewood and Fuller’s are ramping up digital activity to try and turn increased footfall into pubs into real-time marketing opportunities to lift sales.
Research by CGA Strategy has provided an insight into the way pubs and brewers will be focusing on digital marketing to make the most profit out of the FIFA World Cup 2014.
Budweiser is using its status as the official beer of the tournament to convince drinkers it is the only beer to drink while watching a match. Various outlets across the UK will be taking part in Budweiser’s “Hero Bar” campaign whereby they will receive support in terms of Budweiser ambassadors, social media campaigns, staff training and VIP areas.
The brewer is also introducing “SMART TV+” into venues to push messages across the screens such as drinks offers, competitions around matches. Drinkers will be urged to discuss the game through the @BudweiserUK Twitter feed with the brand looking to highlight its “Rise As One” sponsorship campaign as well as recruit social media followers.
Heineken is hoping efforts to promote fast-growing segments such as World Ciders, Premium Flavoured Spirit Beers and lower strength variants boost visibility for its brands amid all the on-trade activity from more mainstream beers. It is working with outlets across the UK to give brands such as Old Mout cider, Foster’s Radler 2% and Strongbow Citrus Edge greater exposure in pubs and clubs through its “Our Shout” on-trade marketing programme. The service creates a tailored marketing programme for outlets, offering branded consumer Wi-Fi, social media and local advertising, as well as bespoke POS.
Andrew Turner, category and trade marketing director at Heineken UK, says:
“In today’s word of fast-moving technology and social media, it’s hard for independent pubs to work out the best marketing strategy. We’re trying to help them market themselves better as well as use our own social media channels to drive people to specific outlets.”
Elsewhere, Fuller’s is pushing its seasonal “Two Halves” golden ale. Batemans in Lincolnshire has England Expects, which comes with a three-way pump clip, while North West brewer JW Lees has its “Brazilian Bitter”, and Caledonian Brewery, has “Road to Rio”, a golden ale.
Beer sales are expected to top the last World Cup, according to CGA Strategy, when managed pubs sold an average of 1,058 extra pints across England’s four-game campaign.
Tom Lynch, commercial director at CGA Strategy, says the tournament represents an opportunity for brewers to woo women and younger drinkers to their brands. Lager remains the favoured drink of pub-going football fans, and will be enjoyed by 40 per cent of those going out during the tournament, the research claims.
He adds:
“Our consumer research shows that international football creates a diversity of demographics rarely seen for televised football in pubs and arguably for pubs in general. This challenges the accepted wisdom that World Cups are all about blokes in the pub drinking lager and more about a major international event bringing mixed groups of people together, perhaps like no other. It’s an opportunity for pub operators and drinks manufacturers to engage or re-engage consumers in the virtues of the great British pub.”
