STUDENT MARKETING

CASE STUDY

Drinks Promotions Case Study / Students

Client: Bud Bucks

Agency: Fresh Direction

Campaign: Bud Bucks Credit Scheme

Location: Activity executed across 10 UK student cities simultaneously.

Brief:

Raise awareness and recruit new users of the Bud Bucks credit scheme (each bottle gains points, redeemable against prizes).

Campaign Description:

• Teams of stylish female Bud Bucks brand ambassadors were recruited and briefed in to promote the campaign.
• During the day the team canvassed students on busy walkways around the university campuses.
• At night, the teams worked across the student area pubs and bars.
• Field teams handed out branded Bud Bucks print material, along with 25,000 special cuff links which attached to the drinker's arm on one side, and clasped on to the top of the beer bottle on the other.
• Activity was executed across 10 UK cities simultaneously.

Results:

• The Bud Bucks website received a record number of hits during the days of activity.
• All materials were distributed as scheduled, on the set activity days around each of the target student cities.
• The client was impressed with the promotion teams and was very happy with the impact generated.