Carlsberg and MatchPint are looking to support 100 of the best sports venues in Liverpool and Manchester by funding their MatchPint subscriptions, and running exclusive footfall-driving rewards on the app throughout October and November.
The 100 outlets will be contacted by Carlsberg during October and introduced to MatchPint to be told about the footfall-driving promotions the app will be offering over the coming months.
The two main promotions are the Starting XI and a customer loyalty offer.
The Starting XI will allow the first 11 people that attend the participating pubs for any sporting event advertised on MatchPint to claim a free pint of Carlsberg on arrival throughout October and November.
“From a brand perspective it works really well, creates excitement and also creates a sense of urgency for the consumer,” MatchPint’s head of pubs and brands Dom Collingwood said. “It’s a good opportunity for some of these publicans to get footfall in a little earlier than they perhaps might have done previously.”
Meanwhile, the customer loyalty offer allows a customer to claim a free pint of Carlsberg for every four Premier League or England international matches they watch in the pub and check in on MatchPint for. That will also run in the participating pubs throughout October and November.
'A fantastic success'
The promotion, which coincides with Monday’s north-west derby between Liverpool and Manchester United, follows a successful trial of the partnership throughout this summer’s Euro 2016 tournament.
“The Euros was a fantastic success for us and Carlsberg,” Collingwood said. “We had 250 new pubs come onto the platform because Carlsberg funded a free trial for those outlets. From our perspective, it was a success because almost 70% of the pubs that Carlsberg funded free trials for then decided to sign up as full-paying customers.”