Tech: Cobra Beer National Curry Week
Objectives:
Cobra Beer was the title sponsor of National Curry Week (NCW) in November 2010, celebrating 200 years of curry in the UK.
In order to commemorate NCW, Cobra Beer offered a 2 for 1 meal voucher to be used in participating restaurants nationwide obtainable via cobrabeer.com.
The entirety of the marketing campaign was based online and, as such, the success of the campaign was based entirely on the strength of the digital strategy employed.
Strategy:
The Cobra site was adapted to include a blog on which relevant content could be added. This helped attract new users and it allowed us to add keyword-rich copy to key areas of the site.
A mechanism that enabled users to register for and download a 2 for 1 curry voucher was built into the site, and FWM was responsbile for maintainence of this area of the site during the campaign.
Two emails shots were sent out during the campaign – one before National Curry Week commenced and another during the week to remind customers of the offer’s availability. The email recommended the nearest participating restaurant based on the recipient’s postcode.
Results:
The email generated more traffic than any other site, with over 42,000 users visiting the site after recieving the email.
The National Curry Week voucher page recieved a huge volume of traffic, with 182,159 people visiting the page to find out more information about the offer.
The Curry Blog achieved its aim of attracting new users to the site, and by the end of the campaign the site was ranking in the top 20 search rankings for four of the five most significant campaign keywords.
