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 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 & bars.
• Field teams handed out branded Bud Bucks print material, alongside 25,000 special cuff links which one side attaches to the drinkers arm, and the other clasps on to the top of the beer bottle.
• Activity 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.