In a savvy marketing move, Kozel, a Czech brewery, has created a beer-finding app and a beer-ordering button to appease thirsty summer beer lovers. Kozel is available in bars across the UK, however, it doesn't have the market penetration of, say Heineken or Stella Artois, so the company got creative in how it could convince drinkers to find its beer on tap.
The crux of the campaign is the Kozel Tap Out button, a physical device awarded to selected drinkers who tweet at the company's account. If the consumer wins the device, they can tap it at any time and a taxi will come to their door, let them stop on the way to pick up a friend, and deliver them straight to a Kozel-serving tavern where they will receive a free round of pints. The campaign also released a free beer-finding app that tells users where the nearest Kozel pint is.
What's Driving This Trend
- Beer-finding Apps
- Disruptive innovation opportunity: Develop beer-finding apps that provide a unique experience or rewards for users.
- Mobile Marketing Campaigns
- Disruptive innovation opportunity: Create mobile marketing campaigns that engage consumers and incentivize them to try a specific product or service.
- In-app Promotions
- Disruptive innovation opportunity: Implement in-app promotions that encourage users to visit specific locations and receive rewards.
Who This Affects Most
- Beverage Industry
- Disruptive innovation opportunity: Introduce new marketing strategies, such as beer-finding apps and unique promotions, to increase brand visibility and attract more customers.
- Technology Industry
- Disruptive innovation opportunity: Develop innovative apps and devices that enhance the user experience and provide convenience and rewards.
- Transportation Industry
- Disruptive innovation opportunity: Collaborate with companies to offer seamless transportation services for customers, integrating promotions and rewards into the experience.
