With the summer of 2012 shaping up to be the wettest on record, MURPHY’S launched the When It Rains It Pours app. The app would challenge the big boys like Budweiser – but with a far more realistic take on linking free pints to the weather. The app embodied MURPHY’S keep it real brand positioning by allowing users to claim free pints when it rained. The end result was the most successful CRM programme ever run by the MURPHY’S brand, with 13,585 downloads, 50% awareness of the app, 61% redemption rate and almost 30,000 free pints claimed.

iPhone - Please note that with this app, you need to be in a pub in Cork to redeem a pint.