The saying goes 'There's no such thing as a free lunch' or in this case a free beer. But is that true?
Last month the team at Brewdog announced that they were giving away 1 million, that's 1 MILLION free beers.
They referred to it as a giant gamble, "death or glory" to make consumers better appreciate the virtues of their craft beer, and in this instance their signature brew the Punk IPA. Consumers had 28 days to claim their free pint. But of course, there was a catch.
This massive product sampling campaign was likely three-fold from a strategy point of view.
1) To create a PR buzz
2) To hope to grow the customer base
3) To grab a load of potential customer data (most importantly)
Such a simple deal, fill in a form, give us your details, and they'll send you a voucher to redeem a free pint at one of their bars (or in their online shop), presumably you won't just stay for your one freebie, you'll get a couple of rounds in too.
This sampling exercise was aiming to make people try the product. Rather than spending £1,000's on an advertising campaign why not let your product do the talking for you. The campaigns supporting collateral even used the line 'Don't buy the advertising'.
The company loves to do things a bit differently and it'll be interesting to see how this plays out and if they make any results public.
I wrote a blog a couple of months ago about what people would be prepared to do to get free stuff and this campaign really underlines that. Now Brewdog will have a load of data to play with and plenty of potential customers to talk to, presumably all opted in with a nice new GDPR compliant statement.
Raise a glass to free beers, CHEERS Brewdog!
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