Gifts


John Smiths £1 Horse Race Bet

Product
John Smiths Ale
Promotion
Free £1 Horse Race Bet 
Promoter
Space
Promotion Period
March to April 2010

Some background…

This promotion is one of many developed by Space to leverage and communicate John Smiths sponsorship of the Aintee Grand National. With the buzz mounting, they wanted drinkers to get a taster for the thrill of the big race.

The mechanics…

Pubs across the country were handing out free £1 bet vouchers with every pint of John Smith’s purchased. The vouchers could be redeemed at William Hill bookmakers throughout the UK and used on any horse race.

Surprise results…

There was nothing particularly unusual about this promotion; in fact a similar one had been run by John Smiths before.

So when redemptions soared in way above what had been forecast, and the associated costs continued mounting… John Smiths were able to breathe a sigh of relief… as they had already taken out a fixed fee with Umbrella.

The additional success could be enjoyed by the marketing team without the additional cost.

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