Objectives:
Beck’s art label bottles form part of a greater “Shape Your Music” campaign to bring creativity and music to Beck’s beer consumers. Beck’s required an on-pack component to bring the concept to a wider audience and begin interaction with the brand. Focus on music was chosen to pair with summer time campaign launch.
Mechanic:
Unique codes are featured on 28 million promotional art label packs, including Beck's Pils, Beck's Vier & Beck's Blue, providing one free music download from play.com per bottle
Results:
Music association campaigns with Beck's have been taken into Germany,Italy and across the UK showing the consumer appeal
Communication:
Extensive billboard and poster coverage across the nation with on-pack and online support
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