Watching the detective: Dial a beer from Grolsch

International – Amsterdam brewery Grolsch has launched a digital marketing campaign in which consumers interact with a fictional detective in order to win a free pack of lager.

The campaign, hosted on the Grolsch website, features an interactive video starring the mysterious officer Journt Von Deg. Shown sitting in a shadowy bar, the officer turns to the viewer and a voice invites them to text him his or her name.

The viewer texts his or her name to the number shown and, moments later, their details appear on officer Journt’s phone. Journt then responds to the viewer’s text with a link to redeem a free pack of Grolsch.

This is a great example of a campaign that blurs the lines between fantasy and reality, and between physical and digital experiences. To find out how your brand can harness the power of fictional characters, come to LS:N Global’s autumn/winter 2012 Trend Briefing.

For more information email Alena or call 020 7870 1971.