Brazilians, as every sports marketer knows, love football and soccer supporters know that watching football and drinking beer go together like strawberries and cream
But what happens when you settle down at home to watch your team and realise that you don’t have any beer in your fridge?
Based on the knowledge that more than 50m Brazilians watch Brazil’s Football Championship A Series and that 55% of matches can only be watched live on pay-per-view, Brazilian beer brand Brahma solved this problem with ‘Pay-Per-Beer’.
Brahma teamed up with the country’s major football pay-per-view broadcasters – Globosat and Premiere TV – on an inventive initiative which enabled soccer-loving Brazil fans to order beer using the remote control on the very same screen and at the same time that they paid for their match.
The campaign even enabled supporters to order cans in their own team colours and the brewer’s delivery partner guaranteed that the beer would be delivered to the fans home address within an hour.
‘Pay-Per-Beer’ is a tool which enables pay-per-view football fans to seamlessly purchase beer at the same time as they purchase a match broadcast with just two additional clicks on the remote control.
Pay Per Beer. Brahma Brewery. from Maso Heck on Vimeo.
The mechanics were simple: viewers could sign up just for one game, or for the entire season mirroring football’s season ticket option.
The initiative was created for the AB InBev brand by Sao Paulo agency Africa (part of agency network DDB and holding company Omnicom Group).
The team at agency Africa included Maso Heck, Sergio Gordilho, Filipe Botton and Nicholas Bergantin, plus ECD Matias Menendez and CCO Sergio Gordilho.
Outcomes/Results:
This initiative reached 1.9 million viewers and generated 270,400 new pay per beer subscribers in the first two months.
Comment:
Most brands and most marketers typically don’t pay much attention to pay-per-view television as it is an ad-free platform.
But Brahma and Africa saw not just an opportunity for a marketing campaign, but also for an e-commerce opportunity, a brand utility and a business venture.
This initiative brilliantly blends branded content with television media and digital mobile and sees a marketing campaign become an ecommerce product/service.
But we can’t help but wonder where is the smartphone strand? After all, it is a device which already hosts numerous food and drink ordering options.
This campaign, which perfectly illustrates the ‘marketing idea become business idea’ trend, won a silver Lion in Cannes in the media category, a silver at the Clios, Grand Prix Digital & Social in ecommerce and Bronze Design at El Ojo de Iberoamerica 2019.
Links:
Brahma
https://www.youtube.com/user/CervejaBrahmaOficial
https://www.facebook.com/brahmaoficial
https://www.instagram.com/brahmacerveja/
https://twitter.com/brahmacerveja
https://www.ab-inbev.com/our-brands.html
Africa
http://africacreativeagency.com/
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