Amsterdam brewery Grolsch recently launched an interactive campaign that lets users get a free pack of beer by texting police officer Jount, a fictional character in their advertisements. In an online ad Officer Jount, “the most notorious police officer in the Netherlands” sits waiting in a dark and shadowy bar. He slowly turns, looks at you and a voice tells you to text him your name; if he recognizes it, he’ll buy you a beer.
He pulls out his business card (which shows on the screen) before turning away. When you send him a text, he turns back and pulls out his mobile, glances down – and low and behold, your name has made it to his phone on screen. He then types to respond and a second later your mobile buzzes with his text, and in that text a personal message with a link to redeem a free four pack of Grolsch beer.
Watch police officer Jount buy someone a beer below:
Or if you live in England, Wales or Northern Ireland, try it for yourself on their website.
The campaign says Officer Jount receives over 2,000 texts a day from users engaging with the site, showing the opportunity space for experiences that succeed in blending the analog and the digital. Campaigns that can merge the two in real-time are the ones that will ultimately take off.