promotional beer mat campaign for EURO 2024

the client were launching a campaign to spread awareness and generate leads during the EURO 2024. part of their approach was to run a campaign of promotional beer mats. as a designer, i was tasked with not only creating the collateral but offering up my thoughts on how the beer mats could be used to creatively engage with the target audience.

after initial research into the audience, as well as the marketing possibilities of beer mats, i settled on a route that would encourage lead generation by guiding prospects to an online ‘pub quiz’ where they would participate in a quiz with the prize being tickets to a EURO match. the beer mats were intended to be interactive, utlising NFC chips that would navigate the user to a trackable landing page where they could enter the competition.

the campaign was planned to run over a three week period, with different bar mats being offered up during each stage of the campaign. as an alternative, cost-effective solution, a bar mat with a simple prompt such as ‘tell me your best dad joke’ or ‘what makes a great dad’ would be supplied to pubs along with client-branded pens. prospects were encouraged to share their suggestions on social media, with the winner being selected in either a draw or an audience poll.