Carlton Draught Pick
Carlton Draught’s Pick app, the live footy tipping app that tore through the football world like a tattoo gun in 2012, is back, bigger and better. Draught Pick is your chance to use a lifetime of footy knowledge to win money-can’t-buy prizes. Unlike regular footy tipping, all you need is one great game to win big. Draught Pick is the only footy tipping app where you don’t have to tip every round to have the chance to take out the big prize. One good game could see you and a mate attending the 2013 Toyota AFL Grand Final in style. Or winning a whole Year of Beer.
After some intense research in the field, Draught Pick 2013 was designed by Clemenger BBDO Melbourne for the more casual tipper. Carlton Draught’s Marketing Manager, Alastair McCausland, explains.
“Other footy tipping competitions require a serious commitment, and we know often blokes struggle with this. Every week you have to work out your team, remember the stats, have some historical data at your fingertips and remember to actually do it. With Draught Pick, we want you to tip when it suits you – when you’re having a beer and a laugh with your mates – but still give you the opportunity to win big”.
Draught Pick’s second season line up will impress the selectors: they’ve beefed up with ‘The Magnet’ for the player with the most possessions; the ability to pick which quarter the first substitute will occur; added depth with more prizes to be announced later in the season; and the absolute wizardry of the ‘Draught Finder’, the built-in GPS locator to find the pub nearest you serving brewery fresh Carlton Draught.
The new Draught Pick still has the features that made it best on ground in its debut season: as well as picking the winning team, there’s the Triple Shot, the Tough Nut, Trivia; the Half Time Poll; and the leaderboards comparing your scores to those of your mates and the rest of Australia.
The Draught Pick app concept was developed at Clemenger BBDO Melbourne, under the digital supervision of 474 Labs @ Clemenger BBDO. The app was produced at Inlight Media. Social media was produced at Yarn @ Clemenger BBDO. Media was handled by Mediacom. CUB staff on the project were General Manager of Marketing Andrew Meldrum, marketing manager Alastair McCausland and assistant brand manager Laura King.