Blue Light was losing sales and market share to Bud Light and Miller Light in the crucial summer selling season.
The solution: eBay for beer.
Had we ever built a site like this on desktop or mobile? Nope. Nevertheless, we launched an interactive summer loyalty program to increase brand awareness, drive sales and give beer drinkers a reason to keep coming back. For consumers, the rules were simple:
1. Buy Blue Light.
2. Collect Auction points.
3. Bid on awesome stuff.
The results? We exceeded our consumer target by over 2,000 members. The Auction website had almost 200,000 visits, with return rates of 71% on desktop and 75% on mobile. Most important: an average sales increase of 7.8% -- and this was achieved in a down category.