Collector Scheme


Bushmills Rugby Ball Collector

Product
Bushmills Irish Whisky
Promotion
Rugby Ball Collector
Promoter
Diageo
Promotion Period
Feb to June 2009

Some background…

Bushmills is the official spirit of the Irish rugby team and strengthened its ties to rugby by becoming the official Spirit of the 2009 Lions tour. Using this alignment, they were looking to do an on-trade collector scheme to drive rugby fans in to the pubs. The offer of a Lions/Bushmills branded rugby ball has obvious high perceived value for this audience.

The mechanics…

Consumers were handed a promotional card/leaflet card each time they purchased a serve of Bushmills Irish Whiskey at participating outlets. The card/leaflet invited the consumer to collect 6 cards in order to claim a Bushmills branded rugby ball. Consumers were asked to send their cards along with a monetary contribution in order to claim their ball.

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