Sponsor Targets Pubs For Grand National
UK ale brand John Smith’s is targeting pub drinkers in the run up to the John Smith’s Grand National steeplechase by driving its association with Saturday’s race through a revamped sweepstake kit.
The brand, which is part of the Heineken portfolio, is distributing the kits to more than 8,000 pubs and clubs nationwide. The kits – devised by Space – include John Smith’s branded sweepstake posters as well as the newly created John Smith’s No Nonsense Puntometer.
The Puntometer is a specially designed beer mat based on the spin-the-wheel concept and created to help drinkers pick their horse on race day. Each beer mat displays the numbers of the horses racing in the John Smith’s Grand National; when drinkers finish their pints they poke a pen through the middle of the coaster and spin it for their lucky number.
Space is also taking the Puntometers to Aintree itself, with a roaming team sporting specially designed backpacks holding giant Puntometers and will engage with race goers giving them the opportunity to spin the wheel to help them select a horse for the John Smith’s Grand National.
Karen Crowley, senior brand manager, John Smith’s said: ‘The Grand National is an iconic race in both the horse racing and sporting calendar and by using the sweepstake and Puntometers we want our drinkers to take part and enjoy the race when watching in their local pubs and clubs.’
Sean Kelly, group account director, Space added: ‘Our creative idea builds on the insight that the John Smith’s Grand National is the race that everybody has a flutter on whether they bet regularly or just once a year; it’s the horse race that everyone watches. Using our ‘patented-pen-through-cardboard-technology’ the Puntometer will allow John Smith’s drinkers to pick their horses on race day in a No Nonsense way that only John Smith’s can deliver.’
The race will be broadcast live at 4:15pm on Channel 4 for the first time this year after securing UK terrestrial television exclusivity for the next four years.
