Beer is fragile and precious cargo for many Kiwi blokes and blokesses, so Lion's 'Beer Insurance' campaign for its Crafty Beggars range isn't nearly as absurd as it might sound.
Created by DDB, the Beer Insurance Facebook app lets consumers who've lost or spilled their beer to lodge claims for the chance of redeeming a replacement beverage. Users draw and write (in 120 characters) their tragic story of loss, with the best receiving the prize. To help spur their creative storytelling, the app has several animated situations preloaded – including stealthy ninjas, UFOs and Chuck Norris.
Since launching the campaign in late March there have been almost 1500 claims made, according to DDB – with users spending an average of 3.5 minutes crafting their tales.
DDB creative director Aaron Goldring says the app took four weeks to develop, with a team of 10 working on it (including copywriters, creatives, and digital).
"We wanted the users to create a fun story to share with their friends. I think this style of campaign is suited for fans who like to be creative and put time into it," he says.
The claims will be used in future promotions and collateral, but Goldring was unable to reveal anything further apart from saying it's "a work in progress".
Alcohol prize promotions can be tricky because the prizes are age-restricted. The Advertising Standards Authority has a strict social responsibility guideline for alcohol brands online, including the method used to verify age. The ASA guidance is to make the user manually input their date of birth. Crafty Beggars' Beer Insurance app collects the user's Facebook information (including date of birth) and asks them to also confirm they are over 18 by using a tick box.
Goldring admits there's no mechanism to stop a determined minor from creating a fake 18-year-old account and entering the competition. However, he's quick to add that Lion has strict vetting process for its alcohol promotions and all winning entries are looked at to make sure they comply with the brewery's standards.