Grolsch has partnered with Blinkbox, a film streaming website, for a new on-pack promotion offering consumers online film rental with special packs.
The promotion has been designed to drive rate of sale in the off-trade as part of a broader 2010 film campaign.
Heather Jones, brand manager for Grolsch, said: “We’ve done a huge amount of research into the Grolsch audience to help us tap into their interests. Insight data tells us they really enjoy watching great films and spending time online viewing video on demand. This has helped us to create a unique on-pack promotion which we hope will complete their perfect night in.”
Consumers need to register the unique code inside packs at grolschfilm.co.uk. They can then choose a film rental and watch it instantly or save it for another time.
The Blinkbox promotion supports the wider Grolsch film campaign which also includes a brand partnership with Little White Lies magazine for free film screenings called Grolsch and LWLies Presents.