Amstel Light article from promomagazine.com

Amstel Light Taps Jagtag for First 2-D Code Campaign

By: Brian Quinton for PROMO Xtra

In its first scannable bar code campaign, beer brand Amstel Light is letting fans in selected cities enter a sweepstakes to eat gourmet burgers in Miami by photographing and submitting a code place on coupon books, table tents and T-shirts made available at on-premise events in restaurants and bars.

Amstel Brewery is offering to send one sweepstakes grand prize winner and a friend to Burger Bash 2011, the first tasting event in the Food Network South Beach Wine & Food Festival. The Amstel Light Burger Bash campaign will activate in Miami, Atlanta, Ft. Lauderdale FL and Washington D.C. until February 7, 2011. The Burger Bash Hosted by Rachael Ray event takes place on Thursday, February 24.

To enter, players who are over 21 can take a picture of the Jagtag code with their cell phones. If they’re AT&T or Verizon customers, they can simply text the picture to short code 524824; otherwise, they can email the picture to Amstel@jagtag.com. In reply entrants will get a message asking them to input their date and year of birth.

 

Once their entry is confirmed, players will get a text directing them to the South Beach Fest (or SoBeFest) microsite for the Burger Bash, a contest testing the burger creations of some 30 local restaurateurs, grilled on the beach in front of The Ritz-Carlton South Beach Hotel.  Both general and VIP admissions tickets to the event have already sold out.

“Partnering with Jagtag helped us to create an innovative mobile marketing campaign that targets the right audience in the right place with a great prize in the Southeast region ahead of burger bash,” Amstel light brand director Amanda hawk said in a release. “We wanted to build excitement in the region and around the event to encourage supporters to become a part of the fun.”

Unlike smartphone scanning apps that compel users download software to phone devices, the content to Jagtag’s scannable 2-D codes is hosted on jagtag’s own servers. Proprietary technology allows those servers to do a visual scan of incoming codes and associate them with the correct marketing message, which allows Jagtag to extend its 2-D campaigns to the non-smart feature phones still used by a majority of the U.S. mobile market.

The Food Network South Beach Wine & Food Festival, sponsored by Food & Wine magazine, is a four-day event showcasing the talents of numerous national and global wine producers, chefs and culinary celebrities. Celebrating its 10th anniversary, the annual festival raises funds to benefit the teaching restaurant at Florida International University’s School of hospitality & Tourism Management.