Sometimes a small idea can make a big impact. These days the marketing ideas need to click instantly rather than taking minutes for people to grasp them. Without making big headlines on billboard or commercials on TV, Lyft, an on-demand transportation company based in San Francisco, California has come up with an ingenious idea to put its logo on Baderbräu Five Star Lager cans in Chicago.
Basically, it is a “POP display” where there was none. More like creating a point-of-purchase display which was not present before. This innovative campaign targets consumers precisely and at exactly the moment they will need it most, that is in a pub while drinking alcohol. For example, if you are visiting Chicago where the campaign has been started and hanging out with friends in a bar, it is apparent that after many a beer you start worrying about being intoxicated and getting to your hotel safely.
Then you notice the beer can in your hand. It says “Lyft” right on the can. But it gets better. There’s an incentive. “Each can of Five Star Lager comes with a discount code worth up to 60 percent off a consumer’s next Lyft ride to encourage Chicagoans to get to their destination responsibly after a night out.”
With that incentive and at exactly the right moment it is almost like a God’s will. Implementing your branding into the actual experience of drinking is fabulous on many levels. A brand can create numerous awareness campaigns but if the consumer actually forgets about the brand at the point-of-purchase then it is unforgivable.
