By Amy Looker – editor National Liquor News
Victoria Bitter has launched its latest summer promotion, which is set to take its ongoing association with cricket to a new level.
This summer VB drinkers are being given the chance to win a Live Ashes Scoreboard, which streams live scores direct from the ground into people’s homes, sheds or workplaces.
The on-pack promotion launched to the trade this week, giving VB fans the opportunity to enter via purchase for their chance to win one of 1000 Victoria Bitter Live Ashes scoreboards, as well as other giveaways including hats, cricket pad stubbie coolers and other ‘must have’ cricket gear.
The campaign is one of the biggest investments for Victoria Bitter in recent years and includes a new TVC to run across summer to support the campaign.
“Hard working Aussie blokes love their summer cricket and can’t wait for the Ashes, but they may not have time to sit down and watch five days of Test Cricket, so we have developed the Live Ashes Scoreboard,” said VB’s general manager, Richard Oppy.
“This big summer campaign will help keep the momentum going on what has been a solid performance for Victoria Bitter, turning around a decade of declining sales. We want to make sure beer drinkers are enjoying the big cold beer over what we hope will be a long and hot summer across Australia.”
Delivering live match updates into Australian homes, the replica Victoria Bitter scoreboards remotely connect to the home Wi-Fi network to track each ball, run, wicket and milestone of the Ashes in real time, along with featuring commentary from cricketing legend Ian Healy.
In addition to the Live Ashes Scoreboards, VB has also built giant versions of the scoreboards at super sites in Sydney, Brisbane and Melbourne.
Inspired by the iconic heritage scoreboard at the Adelaide Oval, the outdoor scoreboards stand over six meters high and 15 meters wide, and deliver live match updates to all who pass by.
The three outdoor Victoria Bitter Live Ashes Scoreboards are located:
Sydney – 647 George St, Sydney CBD
Melbourne – St Kilda Junction, St Kilda
Brisbane – the intersection of Main and Vulture St, Woolloongabba