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 initiative. 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. CUB's initial target: a hefty $1M!
Our job? Devising an easy, hassle-free experience to redeem those beer vouchers. Sounds simple, but 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 solution was a viable answer for a very real business challenge, and it helped provide much-needed cash flow: over $2M went directly to the 2000+ venues Australia-wide! It also drove over 100 000 patrons into venues as soon as doors opened, helping them get back on their feet, and at one point a beer was being redeemed every second. Cheers to that!