The Madrí Excepcional 'Paint Your Pint' Competition Challenges Fans
Michael Hemsworth — May 22, 2024 — Marketing
References: molsoncoors & talkingretail
The Madrí Excepcional 'Paint Your Pint' competition is being run by the Spanish-inspired lager brand to encourage consumers to get creative when picking up a promotional pack this spring.
The new campaign from the Molson Coors Beverage Company-owned brand celebrates the new limited-edition glass designed by Madrid street artist Sokram that will be provided to shoppers with the purchase of a specialty pack. Consumers can then scan the QR code on the glass to access the Conectada digital platform where they can use stickers and stencils to create their own work of art. Winners will receive exclusive Madrí Excepcional merchandise and even a trip to Madrid.
Brand Controller Sophie Mitchell spoke on the Madrí Excepcional 'Paint Your Pint' competition saying, "With summer fast approaching, we wanted to reward Madrí Excepcional fans and bring ‘El alma de Madrid’ to the UK with a limited-edition glass design. Rewarding Madrí Excepcional fans and engaging them with a unique promotion will build on the huge growth momentum of the brand and help our retail customers to drive sales in their stores this summer.”
The new campaign from the Molson Coors Beverage Company-owned brand celebrates the new limited-edition glass designed by Madrid street artist Sokram that will be provided to shoppers with the purchase of a specialty pack. Consumers can then scan the QR code on the glass to access the Conectada digital platform where they can use stickers and stencils to create their own work of art. Winners will receive exclusive Madrí Excepcional merchandise and even a trip to Madrid.
Brand Controller Sophie Mitchell spoke on the Madrí Excepcional 'Paint Your Pint' competition saying, "With summer fast approaching, we wanted to reward Madrí Excepcional fans and bring ‘El alma de Madrid’ to the UK with a limited-edition glass design. Rewarding Madrí Excepcional fans and engaging them with a unique promotion will build on the huge growth momentum of the brand and help our retail customers to drive sales in their stores this summer.”
Trend Themes
1. Interactive Packaging - Products featuring interactive elements like QR codes on packaging enhance consumer engagement through digital platforms.
2. User-generated Art Campaigns - Encouraging customers to participate in creating art through competitions fosters brand loyalty and community involvement.
3. Augmented Reality Commerce - Using augmented reality for creative experiences tied to products can create immersive consumer interactions and increase sales.
Industry Implications
1. Beverage Industry - Innovative interactive marketing campaigns within the beverage industry can spur consumer interest and market differentiation.
2. Digital Marketing - Incorporating digital elements such as AR and social media in marketing strategies can significantly boost brand engagement.
3. Retail - Enhanced retail experiences that integrate unique digital platforms can drive consumer purchases and enhance brand visibility.
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