Molson Coors, one of the UK’s biggest brewers, is launching a new and enhanced version of Carling iPint, its leading FMCG app.
Previously ranked as one of the top 25 all-time free apps for the iPhone, the iPint app will now include a new ‘Office Escape’ game, exclusive Carling content and a function that enables users to ‘cheers’ two virtual pints to win a series of brand rewards and partner prizes.
The iPint app is optimised for iOS and Android devices and will become the first mobile CRM programme in the beer category, signalling Carling’s intent on creating relationships with consumers whether they be at home, on the move or at the point of purchase. It is also the first time that a mobile app specifically from a brand will be able to offer cashback solutions payable directly to the customer.
Designed to unlock value across both the on- and off-trade, consumer prizes at the point of launch will include Now TV day passes, offers from Mitchells & Butlers and cashback rewards on purchases. Other exclusive partnerships are due to be revealed and added to the prize pool throughout the year.
Recent research by consumer goods industry experts IGD highlighted that a focus on mobile contributes to an increase in sales, despite this, only 10 per cent of suppliers have a mobile strategy in place.
iPint has been developed with this in mind and will deliver against the growing demand for targeted communication based on a customer’s geo-location. This will be done both by exploring iBeacon solutions with retail partners to help drive footfall into venues and also offering prizes that will be location specific. For example, football tickets to a club in the North East only get offered to users in and around that location to maximise relevance.
Through the increased engagement made possible by the app, Molson Coors hopes to strengthen its understanding of its customers, developing long-lasting relationships through continued digital innovation.
Alpesh Mistry, Customer Marketing Director at Molson Coors, says: “The revamped Carling iPint app is the perfect example of how Molson Coors is generating consumer excitement in the beer category. By working with exclusive partners in the on- and off-trade, we are enabling customers across multiple channels to unlock consumer value. Following the launch of the Molson Coors Cloud earlier this year, Carling iPint demonstrates the continued investment Molson Coors is making in industry leading digital innovation, highlighting our commitment to the long term sustainability of the UK drinks industry.”
The launch of iPint will be supported by a Carling on-pack promotion due to hit shelves in October. Over 5.9 million unique codes will be offered to consumers, each giving £5 off (with a minimum of £20 spend) at Giftcave.com, when redeemed through iPint. The offer will be exclusive to the Carling 4-pack (440ml, 500ml price mark, 568ml price mark and non-price mark).
The new iPint app, was developed in partnership with mobile agency Hi Mum! Said Dad and is available for download from the Apple App Store and Google Play Store.
You must be logged in to post a comment Login