For the Love of Your Local - A Virtual Redemption System for a Campaign Worth Raising a Glass to

Because Experiential


To support Australia's pubs during lockdown, Carlton & United Breweries (CUB) and the Australian Hotels Association (AHA) devised the For the Love of Your Local campaign. Aimed at generating immediate venue cashflow for bars, it encouraged purchasing 2-for-1 beer vouchers whilst their doors were closed. Additionally, we wanted patrons to redeem vouchers by visiting their locals as soon as restrictions lifted, giving them an immediate recovery boost. CUBs initial target: a hefty $1M!


To help action their campaign, CUB tasked us with devising an easy, hassle-free experience to redeem beer vouchers at pubs throughout the country. While it sounds simple, it was hugely challenging given some 2000+ participating venues countrywide used varying POS systems. It was a seemingly impossible task, but it was made possible by the power of Virtual Atoms (VAs), which are underpinned by Blockchain technology.


VAs are created on a platform that allows the distribution of infinite digital tokens, combining physical and virtual worlds. The beauty of VAs is that they can take the form of literally anything. And because they're built on a Blockchain platform, they have a true value. In this case, two beers at your local.


Our tech-powered campaign helped provide much-needed cash flow at a time-critical to the industry by selling over 380,000 beers at over 2,000+ venues, earning $2M in cash flow for the bars we'll toast to that!

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