Molson Coors has released a new version of its Carling mobile app, iPint.
Available for iOS and Android, the app – developed by mobile agency Hi Mum! Said Dad – features a game called Office Escape, exclusive content from the brand, and a tool enabling consumers to win prizes including Now TV day passes, offers from Mitchells & Butlers and cashback rewards on purchases. Molson Coors said this marked the first time a brand mobile app had offered cashback payable directly to the consumer.
iPint will use the individual’s geo-location to deliver targeted communication, helping drive footfall into venues and offering location-specific prizes such as football tickets to a club in the user’s local area.
The app launch will be supported by an on-pack promotion from October. More than 5.9 million four-packs of Carling will feature a code giving consumers £5 off at retailer Giftcave when they spend £20, redeemable through iPint.
“The revamped Carling iPint app is the perfect example of how Molson Coors is generating consumer excitement in the beer category,” said Molson Coors customer marketing director Alpesh Mistry. “By working with exclusive partners in the on- and off-trade, we are enabling customers across multiple channels to unlock consumer value.
Carling iPint demonstrates the investment Molson Coors is making in digital innovation, highlighting our commitment to the long-term sustainability of the UK drinks industry
“Following the launch of the Molson Coors Cloud earlier this year, Carling iPint demonstrates the continued investment Molson Coors is making in industry leading digital innovation, highlighting our commitment to the long-term sustainability of the UK drinks industry.” Molson Coors Cloud was announced by the brewer in February as a program to offer free WiFi in pubs stocking its beers.
Carling sales are down 6% to £302.2m – a similar decline to its main competitors in standard lager, Foster’s and Carlsberg [IRI 52 w/e 18 July 2015]. Last month, Molson Coors MD Frederic Landtmeters told The Grocer he believed ‘added value’ schemes such as on-pack giveaways offered the best strategy for turning the category around.
“We’ve been trying to sell value beyond price on Carling,” said Landtmeters. “This is something we believe is going to address the long-term decline of the category as well as the short-term figures we’re seeing on the Carling brand. I’ve been in beverages more than 15 years, and I don’t think I can recall one single brand that has sustainably been successful based on discounts only. There has to be added value.”