PUB-GOERS are being encouraged to use their mobile phones to rate the quality of their Stella Artois serve in 2000+ venues across Britain.
From March 1st, Budweiser Brewing Group is incentivising consumers to take part by offering cash back on the full price of their pint and, later in the campaign, entry to a prize draw for a pair of tickets to the Wimbledon Tennis Championships.
But the Perfect Serve campaign should also drive footfall and revenue for participating venues, which are being encouraged to sign up via https://thepubclub.beer/service/perfect-serve/
At the heart of this initiative is a mobile platform called TaDa, which allows consumers to rate the quality of their Stella Artois and Stella Artois Unfiltered serve – which should, said Budweiser Brewing Group, involve three distinct features:
- Firstly, the use of the iconic Stella Artois chalice, pouring at a 45-degree angle whilst allowing the foam to spill over the top of the chalice.
- Next is to use the skimmer to slice the excess foam off the top – which creates a smooth foam barrier that locks in the CO2 bubbles, providing Stella Artois with its fresh flavour.
- The final step is the placement, with the the brands’ iconic emblem facing forward towards the consumer.
Budweiser Brewing Group said that it would also be refreshing tap lines, training staff on the perfect serve ritual, and using targeted ads to drive local customer traffic into participating pubs year-round.
Each pub will also receive promotional kits with coasters, bar runners and other materials to promote the campaign.
Then, from the 1st of May through to the 26th of June, as the official beer partner of the Wimbledon Championships, Stella Artois will offer participating consumers entry to a prize draw for a chance to win a pair of tickets to Wimbledon Tennis Championships.
“We’re excited to give pub-goers even more reasons to enjoy a pint of Stella Artois through this new campaign,” said Stella Artois marketing director, Elise Dickinson.
“By focusing on the Perfect Serve, we aim to boost dwell time and keep customers coming back for the perfect pint.”
