Venerable imported light beer maker Amstel Light is teaming with JAGTAG, the US-based firm specializing in mobile 2D barcode advertising, to launch the beer brand’s first ever mobile marketing campaign.
The campaign coincides with the fifth annual Amstel Light Burger Bash at the Food Network South Beach Wine & Food Festival presented by Food & Wine.
The campaign – which employs age-verification technology – enables consumers to enter a mobile sweepstakes for the chance to win a trip to Burger Bash 2011, hosted by TV’s domestic diva Rachael Ray.
The Amstel Light Burger Bash will include JAGTAGs on coupon booklets, table tents and t-shirts at select bars and restaurants in Miami, Fort Lauderdale, Atlanta and Washington D.C.
“During special promotional events where Amstel Light and partners offer burger and beverage deals, fans over the age of 21 can snap a photo of the Amstel Light branded JAGTAG with any camera phone to be instantly entered for the chance to win a grand prize trip for two to Burger Bash 2011,” Amstel announced Tuesday.
The Amstel Light Burger Bash mobile campaign will run through February 7, 2011. The actual Amstel Light Burger Bash, however, takes place on Thursday, February 24, 2011.
“Partnering with JAGTAG helped us to create an innovative mobile marketing campaign that targets the right audience in the right place with a great prize in the Southeast region ahead of Burger Bash®,” said Amanda Hawk, Brand Director, Amstel Light. “We wanted to build excitement in the region and around the event to encourage supporters to become a part of the fun, and JAGTAG helped us to achieve that goal.”
All proceeds from the Festival benefit the Florida International University School of Hospitality and Tourism Management.