Beer brand, XXXX Gold has begun using beacon technology within special ‘Goldie’ hats to measure how much time friends spend together, rewarding the most committed friendships with prizes related to the Ashes.
The idea of the campaign is to bring people together to support the Australian cricket team by literally incentivising and tracking them to do so using wearable tech.
The beer brand has launched an above-the-line campaign, with TV and digital ads promoting the competition over October and November.
After buying a special pack of XXXX Gold, customers can then download the app and order a ‘Goldie’. Once they have the hat, they can pair it with the app and start adding mates together to track the time they’ve spent together. Winners are offered tickets to the event, as well as prizes, such as TVs.
XXXX Gold marketing manager, Richard Knight, said the partnership with Cricket Australia is one of the biggest XXXX Gold has taken on in recent years.
“With the partnership being so important, we wanted to make this big, especially since it’s an Ashes series on home soil. We started the program with seven of our agency partners and it has been a great collaborative approach the whole way through,” said Knight.
The idea of the ‘Goldie’ connected hat came from Geometry Global, while Host created the TVCs. The digital element of the campaign, including the app, was carried out by whiteGREY, production was carried out by Revolver and media by UM.
Octagon worked as the experiential agency, which includes activations during the tests and one day internationals. In the brand's words: "Known as the XXXX Gold $10,000 catch, every time a batsman clears the fence with a six, if a fan sitting in the lower tier bays catches it while wearing their 'Goldie', they will win $10,000".
Octagon were also responsible for attracting cricketing ambassador, Adam Gilchrist, to the campaign, who appears in marketing material, including the TV ad.
Geometry Global: XXXX Gold 'Goldie'
