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Lion Nathan – XXXX Gold Mission | Tactics | Deployment | Victories Mission For its XXXX Gold beer brand, Lion Nathan was looking to establish a promotion that would stimulate the Queensland consumer male market, especially its core demographic for drinking males aged 18-24. The campaign would interact with consumers while creating new and additional revenue streams. Link: www.xxxxangels.com.au Tactics Communicator worked with Lion Nathan’s agency to develop an on-pack promotion with relevant, target-specific mobile content that consumers could download onto their handsets while enjoying their XXXX beer. Utilising an NRL rugby tie-in, consumers purchasing a participating XXXX Bitter-themed ‘Angels’ carton were prompted to SMS the 199ANGEL promotional short code (located on a promo pack provided to them) so that they could download one of 3 wallpapers of XXXX Angels to their mobile – each Angel wearing the uniform of a different Queensland NRL team. Deployment Communicator developed the campaign concept and worked alongside Lion Nathan’s agency to ensure the success of the campaign. Communicator developed and distributed all mobile content during a 2-month campaign period. Communicator also deployed additional XXXX-branded Angels wallpapers to appeal to consumers independent of the NRL campaign. Victories The visually stunning packaging and creative was well-received by consumers and led to a high number of wallpaper downloads. Even with the campaign complete, online downloads of XXXX Angels to mobile continue to be deployed.

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