Oh he's got 'em! DB continues to reign supreme with interactive cricket campaigns

  • Advertising
  • February 8, 2019
  • Caitlin Salter
Oh he's got 'em! DB continues to reign supreme with interactive cricket campaigns
Instagram

At the beginning of the summer, Monteith's launched a new partnership with New Zealand Cricket and introduced its beer and ciders to stadiums and cricket ovals. Since January, that offering has evolved into a campaign giving fans the chance to win prizes by taking pictures of their match cups. We spoke to DB's marketing director Sean O'Donnell about creating the perfect fan experience. 

DB brand Monteith's became a new sponsorship partner with New Zealand Cricket last year, and O'Donnell says internal and external research pointed them in the direction they needed to go. 

"Our research showed cricket fans wanted a better experience at the ground, whether that was a better seat or more food. And one thing that stood out was consumers wanted a broader range of beers and ciders at the cricket."


Sean O'Donnell

With the appetite for craft beer not slowing down, Monteith's, as one of DB's craft brands, was a natural fit for the partnership. Getting the range into cricket grounds was one thing, next came the need for an exciting summer campaign.

Monteith's in-house team collaborated with its creative agency Colenso BBDO to come up with the campaign called Monteith's Match Cups. Any Monteith's product purchased at a Black Caps ODI or T20 match is specially printed with a 'Brewed for..." cricket moment. Punters can then take a photo of themselves with the cup, post it on Instagram and tag it with #MonteithsMatchCup and be into win a number of prizes.

Launched at the first Sri Lanka ODI on 3 January, the campaign will run through to the final ODI verse Bangladesh on 20 February,

With 15 different scenarios printed on the cups, from 'Brewed for a six out of the stadium', to 'Brewed for a century', there are multiple chances for people to see their cup's 'prediction' happening on the field. 

"We wanted to make cricket a more interesting experience when you're in your seat. With the 15 different Match Cup scenarios, the consumer has a stake in the game and will watch more intently. It's an immersive way to make a more engaging experience," O'Donnell says.

View this post on Instagram

#monteithsmatchcup

A post shared by Maggie Canning (@maggiecanning) on

After posting and tagging the image on Instagram, Monteith's lets people know if they've won a prize while the game is still in play. Once a win is confirmed, roaming ambassadors then deliver prizes directly to the winners in the ground throughout the match.

Monteith’s Match Cup prizes include BlackCaps and Monteith’s merchandise; portable speakers; bespoke cricket sets; BBQs; and tickets for future matches. As well as the smaller prizes up from grabs on match days, at the end of the season, everyone who has entered the competition will go in the draw to win a trip for four to the 2019 Boxing Day Test in Melbourne. As it is set to be the first Black Caps v Australia Boxing Day test in more than 30 years, O'Donnell is confident the prize is worth entering for. 

While this is the first summer the Monteith's brand has lead the match day sponsorship rights, DB is no stranger to producing cricket campaigns that hit it out of the park. In 2015, Tui's 'Catch-a-Million' campaign gained worldwide attention when it offered cricket fans the chance to win a million dollars if they caught a six while wearing the brand's special campaign t-shirts. The cost of the t-shirt was small, and becoming a walking billboard for a beer brand, proved a small price to pay for cricket goers when thousands of fans took up the challenge. However, the campaign was not without its controversies, with a number of people calling to ban the promotion when it caused chaos on the boundaries – with some adults showing a lack of awareness of the children around them when they attempted to catch an incoming ball. 

"Catch-a-Million was an amazing property for us, and we'll do it again. We can't do it every year because of the logistics so we'll roll it out every few years," O'Donnell says. 

 

While on the pitch, cricket fans long for partnership's like Kane Williamson and Henry Nicholls beauty in the early season, O'Donnell says over the summer it's cricket and beer that make the perfect pair. 

"Kiwis love watching cricket, and having a cold beer or cider is the perfect complement to that. We wanted to make drinking a Monteith's part of the experience and the cup idea was another way to interact with consumers. It's unique and bespoke and allows us to own that occasion.

"There are so many companies that leverage sponsorship the same way – we like to do different things at DB while showing support for the Black Caps."

While the season isn't quite over yet, O'Donnell says the response has been really positive so far and Monteith's is on track to give away all 500 prizes by the end of the summer. 

The sponsorship deal between New Zealand Cricket and Monteith's is a longterm one and O'Donnell says the brand will look to sponsor the Black Caps next summer too.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Creativity first: Lumo’s challenge to the industry
Sponsored content

Creativity first: Lumo’s challenge to the industry

Wanting to inspire and celebrate dynamic and interactive creativity in the digital outdoor space, Lumo has created The Pixel Awards. StopPress sat down with co-founder and chief executive Phil Clemas to talk digital opportunities, breaking down barriers and growth.

Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

  • Advertising
  • September 10, 2019
  • StopPress Team
Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

Meridian have teamed up with Garage Project brewery to launch Turbine Pale Ale and introduce the energy company’s new renewable energy certification.

Read more

Movings/Shakings: 10 September

  • Movings/Shakings brought to you by Marsden Inch
  • September 10, 2019
  • StopPress Team
Movings/Shakings: 10 September

Industry happenings at Mission Estate Winery, 99 and Stuff.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Ads of the week: 10 September

  • TVC of the week
  • September 10, 2019
  • StopPress Team
Ads of the week: 10 September

Te mahi pai (good work) to Pepsi NZ, Meridian and Garage Project, Augusto and the Māori Language Commission, and Dettol.

Read more

Sweetshop & Green production company launches in New Zealand

  • Agency
  • September 10, 2019
  • StopPress Team
Sweetshop & Green production company launches in New Zealand

Two international companies, Sweetshop and Green Productions have joined forces to launch Sweetshop & Green into Australia and New Zealand. The new company has a focus to bring small and large scale tv and film productions to the country.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

  • Advertising
  • September 10, 2019
  • Courtney Devereux
Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

Aiming to get New Zealanders to speak more te reo Māori than a native Australian bird, Augusto and the Māori Language Commission have issued a fairly easy seeming challenge to Kiwis.

Read more

John Miles steps into CEO role for the Marketing Association

  • Marketing
  • September 10, 2019
  • StopPress Team
John Miles steps into CEO role for the Marketing Association

The Marketing Association is readying itself this week for a change of hands in the role of CEO. John Miles will step into the position at the end of September, as its current CEO Tony Mitchell prepares for his own departure.

Read more

From PR to Rising Star: Erin Berryman on the magazine industry

  • Media
  • September 9, 2019
  • StopPress Team
From PR to Rising Star: Erin Berryman on the magazine industry

The MPA judges described this year's 'Rising Star', Erin Berryman, as a commercially-focused editor who has demonstrated strategic nous during her site, Beautyheaven, launch and ongoing development. Here, Berryman shares her thoughts on the award and the industry she is rising through.

Read more

"We probably didn’t know what we had till it was gone": programmatic players respond to KPEX closure

  • Advertising
  • September 9, 2019
  • StopPress Team
"We probably didn’t know what we had till it was gone": programmatic players respond to KPEX closure

Last month brought news that KPEX, the Kiwi Premium Ad Exchange consortium created in 2015 by Stuff, NZME, MediaWorks and TVNZ, is to close. The move is the result of changing market demands and shareholder priorities. Following the news, local programmatic players, Kargo and Acquire, have shared their thoughts.

Read more

The news of their death has been greatly exaggerated

  • Voices
  • September 9, 2019
  • Richard Pook
The news of their death has been greatly exaggerated

After long and illustrious lives, there are many who are ready to write the Global Ad Agencies’ obituary. And they do have a point - they’re facing some existential challenges, not least from the global technology giants. Richard Pook, general manager of Amplifi New Zealand, writes about the recent quarterly reporting season and demonstrates just how powerful these tech companies have become.

Read more
Creativity and scientific thinking required to leverage data and insights
Sponsored content

Creativity and scientific thinking required to leverage data and insights

There’s no doubt you recognise the need for your organisation to better leverage the power of data and insights. Leaders in marketing, technology and communications are all striving to better understand today and find was to predict what will happen tomorrow.

DDB Group welcomes in fifth agency

  • Advertising
  • September 6, 2019
  • StopPress Team
DDB Group welcomes in fifth agency

DDB Group has launched its fifth agency following growth and globally successful campaigns. Tribal Worldwide New Zealand now leads the group's digital department.

Read more

Humbleness be darned: NZ Marketing rightfully takes out Supreme award at MPA’s 2019

  • News
  • September 6, 2019
  • StopPress Team
Humbleness be darned: NZ Marketing rightfully takes out Supreme award at MPA’s 2019

That’s right. In a move that was a huge surprised yet at the same time not at all a surprise, NZ Marketing Magazine took out the Supreme Award for Best Magazine at the Magazine Publishing Awards for 2019, beating out the competition and claiming its rightful crown as best of the best. Bow down.

Read more

StopPress noticeboard

  • Noticeboard
  • September 6, 2019
  • StopPress Team
StopPress noticeboard

Deals, expansions and acquisitions across the industry.

Read more

OMANZ and Out-of-Home kick off support for Te Wiki O Te Reo Māori

  • News
  • September 5, 2019
  • StopPress Team
OMANZ and Out-of-Home kick off support for Te Wiki O Te Reo Māori

Encouraging the use of Te reo Māori continues to grow in importance as native speaking numbers decline. Continuing support for the language this Māori Language Week, OMANZ (JCDecaux, oOh!Media!, QMS, Media5 and AdVantage Media), with assistance from LUMO and Go Media, will be using their talents to make the language more visible.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit