Create a promotion that appeals to a wide demographic and easy to execute.
Customers who were allocated in the Four ‘N' Twenty branded zone at any AFL match at Etihad stadium in 2016 received scratch cards at the beginning of every game. The “Pie Time” celebration took place between the 20 minute mark and 24 minute mark in the first or second quarter. Each participant scratched their cards to reveal if they had won a Four ‘N' Twenty pie.
If their card was not a pie winning game card they were directed to the fully branded website to enter into the second chance draw. Major Prize: 2016 Toyota AFL Grand Final Ticket for four people; Minor Prizes: 4 x AFL Club Bronze Membership package (choice from Essendon, Carlton, Western Bulldogs or North Melbourne).
The promotion became a strong talking point at the games and customers were excited to participate. The promotion created strong brand associations and awareness.