CASE STUDY: For the Love of Your Local
In an effort to support pubs and bars all across Australia during lockdown, Carlton & United Breweries (CUB) and the Australian Hotels Association (AHA) launched a Vatom-powered initiative, “For the Love of your Local”. In order to generate immediate cash flow for venues, customers were encouraged to buy 2-for-1 beer voucher Vatoms while their local pub was closed. Once pubs reopened, the customer could seamlessly redeem their beer Vatoms for the real thing. The initiative raised $2 million to support pubs and bars across Australia, helping them through these challenging times and delighting thousands of customers.
The key challenge for CUB was distributing over 350K beer vouchers and making them redeemable across 2,100+ venues, each with their own POS systems. The solution, created in partnership with Austella and Because XM, was a CUB Vatom wallet. This enabled customers to purchase beer vouchers online, store them in their virtual wallet and redeem for the real thing in their chosen venue using a simple QR code redemption method. The Vatom powered solution could be easily accessed by all customers and allowed all venues, no matter how small or large, to participate in the initiative and engage with their customers. The platform empowered CUB to unite venues across Australia, using a centralised platform that can be repurposed for future campaigns.
The user journey was simple - launching in April 2020, beer lovers could purchase beer vouchers from the “For the Love of Your Local” website. For every beer purchased, CUB matched their support with a free beer. Customers were emailed a unique link, launching them into their virtual CUB wallet, safely storing their beer Vatoms ready for when pubs reopened. Once their chosen local reopened, the user could scan the venue QR code at POS, redeeming their virtual beer for the real thing!
In partnership with Austella and Because XM, BLOCKv helped provide a centralised redemption solution and a data-rich platform to unite thousands of venues across Australia. Not only did “For the Love of Your Local” provide much needed support to venues during lockdown and beyond, it enabled CUB to engage with thousands of customers in an innovative, user and venue-friendly way.
