Grolsch has rolled out a new interactive campaign that has seen fans receive a call from within a video, hosted on the brand’s website, telling them if they've won a case of the lager. Devised by Beattie McGuinness Bungay (BMB), users take the ‘Rare Character Test’ by texting the answer to a question asked in the short video. Upon sending the message, the video shows a woman walk over to a printer and take a copy of the question showing the viewer’s answer. The onscreen character then calls the person in real time, deciphering their personality letting them know if they’ve won a four pack. BMB explained that it was briefed to communicate that Grolsch has a big and bold flavour through a piece of digital work that would not only involve and engage people but also drive trial.
Now THIS is great marketing. Play along and txt the number (standard SMS rate), I just won a pack of Grolsch! http://t.co/1HPih1FTD8— Alex Johnson (@alej469) January 8, 2014