About this advert
Cold Beer Amnesty
26 January, 2011,
James Doman's view
Amazingly executed, this innovation took on some key trends we've seen in the last decade, even before its time: Random Acts of Kindness, Brand Butlers, Happy Ending, Trysumers and Generation G (Trendwatching.com), along with all of the other advertising and marketing jargon (buzz, WOM, viral). I wouldn't call it a PR stunt - it's an engaging promotion that reaches out and resonates with each and every one in it's captive and well targeted audience, whilst building brand reputation and personality. Combined with other music-related advertising, the campaign resulted in Carling building a 10% year-on-year increase for recognition as a music brand. In the tightly regulated alcohol promotion industry, this definitely breaks the barriers. A search on Youtube brings back only 13 results from the last 4 years, but social media wasn't as developed as it is now. With the right social media monitoring and promotion (perhaps a twist on the PayWithATweet process) in place for this year's festivals, the cold beer amnesty would be very welcomed this year, especially in a time of austerity when people will be at festivals to a) cheer themselves up after a bad year, and b) to make the most of a long weekend's fun.
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