Masterclassing Connect

Free Beer? Text Here

David Murphy

Virgin Mobile will offer its customers two free pints of beer and a free kebab when they attend key concerts and outdoor events in the UK this summer, with vouchers delivered and redeemed via mobile phone. The popularity of last year's promotion, which achieved redemption rates of 70%, has encouraged Virgin Mobile to extend the promotion to more venues throughout the summer, including the Virgin V Festivals in Chelmsford and at Weston Park in Staffordshire
In-venue advertising will encourage Virgin customers to text the word 'beer' or 'kebab' to a designated short code to receive a mobile coupon entitling them to two free pints of beer to enjoy at the concert, and a voucher to redeem at a kebab van on their way home. A unique PIN number is then delivered to the consumer's handset, which they type in to an ActiveMedia RAPOS (Redemption At Point Of Sale) terminal at the venue to receive their free coupon to be handed in at the bar to claim their free drinks.
The campaign will be powered by technology from Flytxt, while ActiveMedia Technology's RAPOS mobile voucher and redemption software will be used in conjunction with its terminals to print, validate and capture data from the vouchers.
"This year Virgin Mobile will be feeding and watering even more gig goers throughout the UK" says Virgin Mobile Sponsorship & Events Manager, Rosie Newey. "Our free beer and kebab campaign is a great way to reward customers, while simultaneously reinforcing the association between Virgin Mobile, live music and good times with your mates."
Ramesh Kumar, Business Development Director at ActiveMedia Technology adds:
"Virgin Mobile understands the youth market. It understands that well targeted promotions increase brand loyalty and are a great way to start an ongoing and very personal dialogue with customers. Mobile ticketing and vouchers are convenient, cost effective and secure. We are already seeing a sharp increase in demand for our software and predict market will grow exponentially over the next 18 months."