XXXX Gold is using beacon technology within special ‘Goldie’ hats that measure how much time friends spend together, rewarding the most committed friendships with prizes related to the Ashes.
The idea of the campaign is to bring people together to support the Australian cricket team by literally incentivising and tracking them to do so using wearable tech.
The beer brand has launched an above the line campaign, with TV and digital ads promoting the competition over October and November.
After buying a special pack of XXXX Gold, customers can then download the app and order a ‘Goldie’. Once they have the hat, they can pair it with the app and start adding mates together to track the time they’ve spent together. Winners are offered tickets to the event, as well as prizes, such as TVs.
Jack Mesley – Brand Director – Lion
Richard Knight – Marketing Manager – Lion
Chris Allan – Brand Manager – Lion
Christina Reid – Brand Manager – Lion
Annabelle Sims – Assistant Brand Manager - Lion
Host – Creative Agency
whiteGREY – Digital Agency
Geometry Global – Shopper Agency
Octagon – Experiential Agency
UM – Media and Connections Agency
TVC Production Credits
Revolver – Production Company