Carling has been very clever about exploiting its association with music, with promotions that are not perceived as corporate or too commercially minded. The brand has tried, wherever possible, to show that it is actually supporting music in a genuine manner and providing value rather than riding on the shirt-tails of yet another successful band.
Part of this is a current promotion whereby if you buy Carling in the off trade, you get a unique code from the packaging that entitles you to enter the Carling Live website and claim one of 25,000 free tickets to a range of gigs. The promotion has been supported with ads on the tube, radio and posters.
I always reckon that the best promotions are simple, and this one presses all the right buttons. The call to action is strong and well thought through, and the creative execution is spot on. It brings together an irresistible mix of music, socialising and entertainment that will be hard for Carling's target market to resist. And once on the Carling Live website, there's plenty of value with video downloads and details of upcoming gigs.
This is a great example of a strategic promotion that enhances brand values. Overall, Carling is doing a brilliant job of integrating and exploiting the brand to its fullest.
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