Client: Carlton & United Breweries
Industry: Sport & Sponsorship
Key themes: Fan engagement, Data Acquisition, Digital Experiences, Seasonal Activations
Tools used: Live Trivia, Live Predictor, Leaderboard
Promotional channels: Social Media, OOH
Key stats:
69% Engagement rate
3m, 47s Average engagement time
100% Market research rate
76% Digital coupon redemption rate
“Komo was chosen because they deeply understood CUB's objectives, overachieved expectations by delivering a prototype within 24 hours, and provided a versatile, flexible platform that met every single objective we wanted to achieve.” - Danny Savage, General Manager of Sales, Carlton & United Breweries
Carlton & United Breweries (CUB) partnered with Komo to enhance the Siren Sessions watch party experience by blending digital engagement with in-person activations. Using a gamified Engagement Hub, CUB captivated fans with interactive games and activities, seamlessly driving foot traffic, engaging audiences, and collecting valuable first-party data. The activation fostered meaningful connections with customers while demonstrating the power of combining entertainment with actionable insights. Building on this success, CUB plans to continue delivering innovative and data-driven customer experiences that redefine event engagement in the beverage industry.
Carlton & United Breweries (CUB) is one of Australia’s most iconic brewing companies, with a history spanning over 150 years. Renowned for its portfolio of beloved beer brands, including Carlton Draught, Victoria Bitter, and Great Northern, CUB is a key player in the beverage industry. With a commitment to creating meaningful connections, CUB consistently delivers innovative campaigns that engage consumers and celebrate Australia’s passion for beer and social experiences.
CUB sought to elevate their Siren Sessions watch party by creating a seamless blend of digital engagement and in-person experiences. With the goal of driving significant foot traffic to their events, CUB recognized the need for an interactive activation that would attract new attendees while enhancing the overall fan experience.
Engaging audiences digitally was also a critical objective, as CUB wanted to keep customers entertained and connected throughout the events. They aimed to achieve this by delivering captivating experiences that went beyond traditional sponsorships and fostered meaningful interactions with their audience.
Finally, CUB needed a way to collect valuable first-party data from their customers in a manner that felt fun and engaging rather than intrusive. This data would play a vital role in strengthening customer relationships and providing insights to inform future marketing strategies. With these goals in mind, CUB sought a versatile and efficient platform capable of delivering a dynamic solution to meet all their objectives.
CUB partnered with Komo to transform their event activations into dynamic, digitally-driven experiences. Komo’s deep understanding of CUB’s objectives and its ability to overachieve expectations quickly made it the ideal choice. In just 24 hours, Komo delivered a prototype, demonstrating the platform’s versatility and flexibility in meeting every goal.
For the Siren Sessions watch party and live sporting events, CUB used Komo to deliver a gamified Engagement Hub that combined entertainment with actionable data collection. The activation included:
Fans competed in trivia challenges focused on sports, with leaderboards displayed live on screen through Komo’s real-time data feeds. This added a competitive element and encouraged continued participation.
Customers predicted outcomes of the derby game for a chance to win prizes, including signed jumpers, replica guernseys, and team footballs. Winners also received a free pint of beer, redeemable instantly on game day using Komo’s digital coupons. This activation seamlessly combined fan engagement with on-premise foot traffic generation.
The Engagement Hub helped drive attendance to CUB’s Siren Sessions watch party while keeping viewers engaged throughout the event. Komo’s interactive tools also enabled CUB to gather first-party data from customers in a fun and unobtrusive way, adding value to their broader marketing strategy.
CUB’s partnership with Komo delivered outstanding results, successfully meeting their objectives of driving foot traffic, engaging viewers digitally, and collecting valuable data. The campaign collected 100% market research responses from participants, offering actionable insights that CUB could leverage to refine future marketing strategies and enhance customer experiences.
Additionally, the activations achieved an impressive 69% engagement rate, demonstrating how effectively the games captured and retained customer attention. On average, participants spent 3 minutes and 47 seconds engaging with the digital hub, reflecting the depth of interaction and the appeal of the gamified activities.
The integration of Komo’s digital coupons was particularly impactful, achieving a 76% redemption rate, which not only incentivized participation but also drove significant foot traffic to CUB’s Siren Sessions watch party. This high redemption rate introduced new customers to CUB’s venues, highlighting the power of blending digital activations with on-premise experiences.
These results underscored the value of CUB’s interactive approach, creating memorable experiences for customers while delivering measurable business outcomes that extended far beyond the event itself.
Want to see how easy it is to bring a game like this to life? Check out the Live Trivia and Live Predictor Knowledge Base articles!
Want to learn how to get results like these? Book a 1:1 demo with us, and spend 30 minutes exploring just what's possible with the Komo Platform!