Situation: Beam Global's new super-premium tequila brand, Sauza 901, is geared towards 21+ millennials, and they wanted to reach them with in store sampling, and fun incentives. Gift with purchase programs in the alcohol industry are under tight regulation, with limitations by state on the amount and type of gifts that can be given, with some states requiring no incentive for alcohol being permitted. Our challenge was to help Beam construct a program that is flexible enough to accommodate all consumers, whatever state they may be in.
Solution: We created a robust, multi-stage gift-with purchase and sweepstakes program. Consumers that purchase the Sauza901 Tequila can submit their receipt to get five song downloads, while users that sample the product in stores can register to receive one song download. Consumers may also send in a picture sharing a "Sauza901 Experience" to get a free song download. All registered participants are entered to win a trip to Iceland to see Justin Timberlake in concert.