By using the Hypertag technology from Brandscape, SABMiller was able to engage more personally with consumers, and be seen as innovative and adventurous in its marketing activation. Traditional techniques such as scratch-and-win cards have become passé, increasingly failing to stimulate interest from a more mobile and marketing-savvy population.

“Mobile technology is a more advanced and exciting way of interacting with our consumers. They’re getting more sophisticated, so they’d expect a company like us to be ahead of the game,” says Brett Howell, SABMiller events manager for the east coast.