Rocky Ridge Brewing: Engaging Fans with Digital Craft Beer Experience
.png)
91.7%
545
10.41%
About
Rocky Ridge
Rocky Ridge Brewing, based in Western Australia, is a craft brewery known for its creative and bold beers. With a commitment to innovation and community, Rocky Ridge has established itself as a leader in the local craft beer scene. The brewery recently expanded with the opening of a new venue and sought a way to engage both their online and offline fans, while gathering valuable first-party data for future marketing and customer loyalty efforts.
The Challenge
With the opening of their new brewery, Rocky Ridge aimed to achieve two key objectives:
- Engagement: How could they attract both offline and online customers and generate excitement around the launch of their new venue?
- Data Collection: How could they effectively collect first-party data (such as emails) while offering an incentive that felt authentic to the Rocky Ridge brand?
The ProQure Solution
To drive engagement and gather essential customer data, Rocky Ridge collaborated with ProQure's connected packaging solution to launch a campaign around their exclusive craft beer range, "You Wouldn't Download a Beer." The campaign offered a simple and engaging way for customers to claim a free beer while enabling Rocky Ridge to collect valuable consumer insights.Here’s how it worked:
- QR Code Integration: Every product package featured a unique and secure QR code. When customers scanned the code, they were redirected to a page where they could download a coupon for a free beer.
- Email Collection: Customers were prompted to enter their email addresses to receive a secure redemption code, which was sent directly to their inbox. The emails collected would be used to expand the brewery's new loyalty program, providing the foundation for ongoing engagement with their customer base.
- Secure Redemption: The redemption code was unique, secure, and could only be used once. Customers had to visit the new brewery to redeem the offer, ensuring both customer engagement and foot traffic at the venue.
- Seamless User Experience: The process was quick, straightforward, and mobile-friendly, making it easy for customers to engage without any friction.
.png)
The Result
The campaign was a resounding success, delivering significant results for Rocky Ridge:
- High Redemption Rate: 91.7% of participants who received a redemption code went on to claim their free beer at the new brewery, demonstrating the effectiveness of the incentive in driving foot traffic.
- Email Collection Success: 545 unique emails were collected, providing Rocky Ridge with valuable first-party data for future marketing and customer relationship-building. These emails are being used to expand Rocky Ridge's new loyalty program, ensuring long-term engagement.
- Scan Rate: The campaign achieved a 10.41% scan rate, indicating a solid level of engagement across the 6,582 products with QR codes, meaning more than one in every ten products was scanned.
- Widespread Engagement: The campaign saw strong interaction not just locally, but also with international fans, with scans coming from countries like the United States, Singapore, and Switzerland.
- Device Engagement: The majority of the scans came from iPhones (374 scans), followed by various Samsung Galaxy models, indicating broad cross-device engagement.
What's Next
n/a