Benjamin Li
Mar 27, 2012

Carlton Draught launches ‘Draught pick’ AFL app

With Clemenger BBDO Melbourne, century-old beer brand Carlton Draught is aiming to engage with football and beer fans through a new ‘Draught pick’ app during the Australian Football League (AFL) season.

The app offers the same real-time stat service that game broadcasters use to enable punters to play the game and interact live with the footy broadcast on TV.

Carlton Draught is among the sponsors of the AFL, together with Toyota and Cotton United.

According to an agency spokesperson, the clients and Clemenger team members were sitting around in a pub one day, watching an AFL match on TV when they noticed that many of the people there were playing Angry Birds on their mobile phones.

‘We thought we should have a football match mobile game, as football tipping apps,” the spokesperson said, with the not-so subtle objective of the campaign being "to encourage more people to watch football matches in pubs, hence help the client to sell more beer".

The AFL-endorsed app lets fans test and rate their 'footy' instincts and trivia knowledge against their mates in the bar or across the country.

Players also encounter opportunities to gain points. Prizes will be awarded throughout the season, culminating in the Grand Final Prize Package, for the winner and three friends to attend the 2012 AFL Grand Final.


The agency has created 25 Home Ground pubs around Victoria—locations that will bring footy fans together and let them celebrate their love of the game.

Apart from the app, the campaign also include press and online activities on a dedicated site, including a video of Dennis Cometti, Australia's foremost football commentator, introducing the app to fans with witty remarks.


Campaign Asia

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