A high-profile celebration for a historic soft drink brand
.jpg)
A.G. BARR (IRN-BRU)
Birthday Promotion
Food & Drink, Soft Drinks
Campaign Planning
End-to-End Management
Entry Management
Prize Fulfilment
Winner Management
Celebrating over 125 years, IRN-BRU wanted to give back, with over £80,000 given away to fans. An in-store and digital activation across the UK.
.jpg)
Entries over 8 weeks
Secure payouts made
Estimated "eyes-on" brand interactions
The primary objectives of the IRN-BRU campaign were to incentivize purchases and drive sustained daily engagement across the UK and Ireland through a seamless "Buy, Scan, Win" mechanic. Beyond generating immediate sales and excitement via frequent cash prize drops, the promotion was strategically designed to boost overall brand visibility, honor the brand's century-long heritage, and directly reward the enduring loyalty of its fan base.
Deploying the PromoNow platform, we quickly needed to build a secure backend and user-friendly frontend. Working within our established architecture, we were going to use our receipt validation system and PromoPayouts module.
Using the PromoPayouts system, winners were to be quickly identified, validated and paid out to their nominated bank accounts.
Managing winners is just as important as their winning moment! We needed to ensure that our Winner Management Team were ready to receive queries regarding payment and to deal with mismatched or incorrect details.
Working alongside the brand, we curated a bespoke entry site to capture entrant data, validate receipt purchases using our intelligent backend systems and then issue payouts to winning entrants. The seamless “Buy, Scan, Win” mechanic not only incentivised purchases but also turned everyday moments into thrilling wins for consumers. We engineered a journey that would be as simple to navigate as possible, ensuring it was mobile-ready and built to run across platforms.
The PromoPayouts module, as part of the PromoNow toolkit, allows us to quickly and securely payout prizes to bank accounts. Winners received their winnings in no more than 28 days, often taking around 2-3 working days to be cleared into their accounts. The secure system allows us to oversee hundreds of payouts, giving peace of mind to the client and fast delivery to the winners.
Managing winners and customer service is part of our everyday, and this was no different. We ensured our Winner Management Team were aware of the possible queries they may be expected to answer by entrants and winning customers. The team handled incorrect payment details, invalid entries and promotion queries throughout the 8 week promotion period.
We drafted the Full Terms & Conditions and simplified for the short-terms to ensure strict compliance with the CAP Code guidelines.
Fair Play Protections: For fairness and compliance, winning moments were randomly pre-selected by an independently verified computer program. Entries were also screened by a human team to make sure the winnings went to genuine entrants.
To protect the brand from bad actors and bots, we implemented strict limits: a maximum of 1 entry per person per day, and a cap of 1 prize per household.
Data Security: Operating within our ISO27001-certified environment, we ensured total GDPR compliance, completing a data purge following the 30-day fulfillment window.
Got a campaign in mind? A prize to source? Or just want to talk through an idea? Drop us a brief or request a callback — a real person will pick it up.
Tell us what you're working on — even if it's half an idea — and we'll help you figure out the rest. No obligation, no hard sell, just a straight conversation with someone who knows their stuff.
If you've done this before and want to get things rolling, request a callback and we'll call you. Questions, thoughts, ideas, whatever you want to talk about we're up for a chat.
