Caffrey’s harness Spotify to mount digital marketing campaign
Caffrey’s Irish Ale is to launch a series of Spotify exclusive user generated radio shows hosted by Alex Zane and Pete Donaldson, each of which will focus on the theme of redefined classics to reflect Caffrey’s ‘Redefined Smooth’ tagline.
Spotify users will be able to pick up the four stations from May 14 with publicity driven by audio and display ads as well as homepage takeovers to direct traffic toward the Caffrey’s campaign microsite.
This will allow browsers to vote for their favourite ‘redefined’ songs, be they covers, mash-ups or samples to feature on the stations.
Duncan Emmerson, Senior Brand Manager – Ales, at Molson Coors, commented: "We're repositioning the Caffrey’s brand to attract a lost generation of smooth ale drinkers, and so it’s a great time to push the marketing activity into the digital and social space.
“This Spotify campaign will play a big part in modernizing the brand by inviting consumers to interact with Caffrey’s on Spotify by voting for classic songs Redefined for a new generation.”