Greene King

Greene King is a national pub chain based in the UK with tens of thousands of outlets for their licensed products and brands. Greene King developed the “Kings of Ale” loyalty program geared towards increasing sales of Greene King brands e.g. Speckled Hen, IPA in business outlets. The promotion was geared towards increasing footfall traffic and overall business turnover in 2008.

 

The Brief
Greene King wished to leverage their “Kings of Ale” program to specifically reach key individuals directly and timely with compelling and actionable mobile phone media. The marketing focus would include digital branding and multimedia influence accompanied more traditional media campaigns. Greene King indicated their desire to build up greater awareness of their customers by using mobile phone messaging with CRM like features.

 

The Outcome

*Mobile Multimedia*
iRelish Media conceptualized, created and supplied to Greene King a series of multimedia mobile messages including product branded information and call-to-action interactivity which was integrated into their “Kings of Ale” campaign. These messages were sent directly to mobile handsets by subscribers. Greene King developed a direct opt-in marketing database for future action from these campaign efforts.