Giving Sleeman drinkers a bit of adventure in a sea of contest boredom.
Sleeman couldn’t compete against the bigger beer brands with in-store give-aways, so we turned to an idea grounded in smarter creative to help Sleeman stand out.
We channeled the notorious spirit of Sleeman and developed a bad ass on-pack, in-store and online promotion where we dared consumers to pass up a guaranteed prize, or take a shot at something bigger. All consumers had to do was play a mobile game and find a match.
The Sleeman Choice game was designed to be played on mobile screens. The lure of prizes like a Triumph motorcycle and a gorgeous interface design kept players purchasing Sleeman and coming back to our game.
88% of players had the guts to go for a bigger prize
Over 40,000 registered players
35% increase in registrations from previous year
2.3 PINs redeemed per player
Credit: Noise Digital