thirtyfour launches national Castle Lager promotion to coincide with 2009 Proteas Cricket Tour

Specialist below-the-line agency 34Sport has launched an eight-week national promotion for Castle Lager to coincide with the brand's sponsorship of the Proteas Test Cricket tour against England that kicks off at SuperSport Park in Centurion next Wednesday, December 16.
thirtyfour launches national Castle Lager promotion to coincide with 2009 Proteas Cricket TourThe Castle Lager Howzat! promotion provides consumers with a variety of opportunities to win great sporting prizes for every Castle Lager consumed in pubs and at cricket events around the country for the following eight weeks.

Conceptualised and managed by 34Sport, Managing Director, Grant Hillary comments, "Conceptually the campaign is designed to reinforce Castle Lager's strong association with South Africa's national cricket team via a series of promotions that will take place both at point of purchase and at point of consumption. Howzat!, a typical bowlers cry to the Umpire used to award the batsman out during play, underpins the mechanics of the campaign and is designed to award Castle lager consumers with product and cricket memorabilia."

Consumers can either win instantly via Castle Lager Game cards that are handed out with the sale of Castle Lager at participating pubs, or can qualify to play the Howzat! dice game with Umpire Charles and Castle Lager Howzat! promoters via 600 separate activations that are due to take place throughout South Africa for the duration of the Series. Players are able to compete individually or may enter as a team, and must aim to score more 'runs' than Umpire Charles in order to win exclusive Castle branded merchandise. The game is played with two die, each representing 6, 4, and 1 run as well as a wide or no ball result, that sees the participant enjoy another throw. Prizes include free Castle draught, Castle Umpire hats, Castle Trivia Books, Castle Cooler Bags and Castle Playing cards.

With more than 500 outlets participating in the promotion and over R2.5 Million worth of prizes up for grabs, SAB, Castle Lager Brand Manager, Dino D'Araujo says, "The Castle Lager Howzat! promotion provides the brand with an ideal platform to showcase Castle's support of cricket while simultaneously rewarding cricket fans and beer consumers across the country at a time when most South Africans will be enjoying their annual summer vacation."

Cricket supporters at the four Test Matches can also look forward to additional Castle Lager Howzat! surprises at the stadiums in the form of on-field Castle Lager activations and giveaways, including the first-of-its-kind Castle lager supporter's paddle, which is designed to resemble a giant cricket bat and holds three Castle Lager pint glasses.

Over 37 000 Castle Lager Howzat! game cards have been produced to coincide with the Castle Lager Howzat! promotion, which launches next week.

14 Dec 2009 12:50