Amstel Light builds excitement for Burger Bash event with bar codes

By Giselle Tsirulnik

January 27, 2011

Amstel Light gives people an opportunity to win tickets to BurgerBash

Amstel Light is relying on mobile bar codes as the entry point into a sweepstakes that gives consumers the chance to win tickets to its Burger Bash 2011, which is the kickoff event for the Food Network South Beach Wine & Food Festival.

The brewer is holding special promotional events in select bars and restaurants in Miami, Fort Lauderdale, Atlanta and Washington D.C. Jagtags will be printed on coupon booklets, table tents and t-shirts, letting fans over the age of 21 snap a photo to be instantly entered for the chance to win a grand prize trip for two to Burger Bash 2011, hosted by Rachel Ray.

“Mobile is where our customers are,” said Amanda Hawk, brand director of Amstel Light. “As a brand, Amstel Light is very active on the Web and in social media. 

“Adding a mobile program component to our marketing mix allows us to engage our customers while they are out having fun at a brand event or even just at Happy Hour, and quickly deliver information about the brand to them where they want it, on their phone,” she said.

Amstel Light is using the mobile initiative as a means to give eligible customers throughout the Southeast region instant entry to the sweepstakes. 

Ms. Hawk expects great results.

Here is an example of how Jagtags will be incorporated into marketing collateral at promotional events:

Entry
The entry process is quite simple.

AT&T and Verizon subscribers can MMS the photo of the Jagtag to short code 524824.

All other wireless subscribers must email the Jagtag to .

Once consumers snap and send a picture of the Jagtag, they get a message back asking for their birth date.

After verifying they are 21 years of age, Jagtag automatically enters them into the Burger Bash 2011 sweepstakes.

They receive a message confirming their entry and directing them to Amstel Light's Burger Bash Web site
Jagtag works on all camera phones and across all major wireless carriers in the United States without requiring users to download an application.

“Mobile 2D bar codes enable Amstel Light to make common marketing items like t-shirts, table tents and coupon booklets interactive, while also providing multimedia to 90 percent of mobile phones in the U.S,” said Ed Jordan, CEO of Jagtag, New York.

“Amstel Light was looking for a unique way to engage on-premise consumers in bars and restaurants and deliver a message back to automatically entering them into sweepstakes for a trip for two to Burger Bash 2011,” he said. “Using a mobile tactic offers Amstel Light a very personal touch point to make users aware of the Burger Bash Web site to submit recipes and enter their sweepstakes.

“Mobile has proven time and time again that it is a highly personal channel for advertising. Jagtag helped create a way for Amstel Light to reach people at bars and restaurants and get the word out about their exciting sweepstakes ahead of Burger Bash.”

Comments on "Amstel Light builds excitement for Burger Bash event with bar codes"

1. h h says:

   January 27, 2011 at 9:23am

   Why is the JagTag relevant to this campaign?
   
   It seems to me that participant take a picture of it and then text it or email it to a given address. I'm guessing the picture is automatically scanned, and once the JagTag is identified the person who sent it actually enters the sweepstake.
   
   I feel this is one step back compared to what marketers do with QR Codes, which actually provide an interaction with your phone.