The Campaign was launched at the end of November 2013. The Rare Character Test was a desktop/mobile interactive experience, asking users to text their answer to a simple question. They then undergo the strange experience of watching a character in a video who then calls and talks to them through their mobile phone. Through this ‘personal call’, which references the user’s answer, they learn whether they have rare character and therefore deserve free beer.

The average visit duration for the experience was 5mins 11secs, and the bounce rate was just 18.55%, showing once people started the experience, they stayed on it. This allowed us to land the rational message that Grolsch is beer with a rare character.

We successfully introduced Grolsch to thousands of new consumers. Of the visits to the experience, 81.90% were new. The free beer voucher redemption rate averaged out at 32% - an industry high metric in an area of quite low-uptake marketing - and nearly 2,000 people took home their free 4 packs of Grolsch.