Back in 2012, beer brand Murphy’s took a risky approach to app marketing, offering a free beer every time it rained in Ireland over the summer. The move was so successful they did it again the following year. This case study looks at how the beverage brand mocked Budweiser and got over 20,000 downloads.
The app was created as a cheeky response to rival Budweiser’s summer app that lowered the price of beer as the weather got hotter in California.
The award-winning app was available on iPhone and Android platforms, and let customers claim a free pint of Murphy’s in participating pubs throughout Cork city and county on any day that it rained during the promotion.
The popular app was heralded both nationally and internationally– winning an AIM Marketing Award for ‘Marketing Innovation’ at the All Ireland Marketing Awards and also a Cannes Lions Award at the 60th Cannes Lions International Festival of Creativity.
Speaking after the Cannes Lions Award, Murphy’s Brand Manager, Peter Murphy said, “We are a small but proud brand and to have our app recognised internationally with such a prestigious award is a once in a lifetime and most welcome achievement for all concerned here at Murphy’s and Heineken Ireland.
“We’ve strived to be innovative in our approach to giving our customers something a little bit different and memorable, whether it is through the successful events that we have run in Cork over the last number of years, or through this award-winning app.”
View the rival Budweiser commercial here:
And for comparison, see the Murphy’s ad here: