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Case Study

Creating a fast and resilient website to support a major Carling campaign

Making a big splash at a crucial time means having a platform that can cope with a high number of visitors. To help Carling execute their latest campaign, we explored technology that would deliver reliability, security and cost efficiency.

Over 35,000 successful competition entries managed

20,000 concurrent online sessions at its peak

84% of online shoppers would abandon a purchase if they felt the website was not secure (Global Sign)

Fever pitch

Molson Coors is one of the UK’s biggest brewers, and in 2016 their lead brand Carling wanted to tap into their audience’s excitement for football’s European Championships.

To do this, we helped implement a campaign that would allow people to buy a big screen TV for the same number of pounds that the screen measured in inches (£50 for a 50” TV). It was called Pay Per Inch (PPI).

Promoted with a paid advertising strategy, the PPI campaign was expected to generate a lot of traffic for the site in a very short period of time, so Carling needed a solution that would cope with the load, remove the chance of cheating and ensure cost efficiency.

A few screenshots from the Carling Pay Per Inch Campaign | Carling Pay Per Inch Case Study | Neon

We’re extremely pleased with the results from the Pay Per Inch campaign, having received a record number of entrants and overall exposure. The time Neon dedicated and the routes they went down to ensure our campaign ran consistently, meant that we could have every confidence in executing a successful and seamless campaign.


Back of the net

The campaign ran across six days and Carling received a total of 37,968 entries, making it one of the most successful activations the brand has ever run.

During this time, there were no periods of downtime and all 900 TVs were fairly distributed to the winners. It’s estimated that it would have cost upwards of 12x more to run the campaign using a different architecture to the one we devised.

Promotional shot of Carling products | Carling Pay Per Inch Case Study | Neon

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Want to be at the top of the search ranks? How about a website that’ll give your audience a great experience? Or maybe you’re looking for a campaign that’ll drive more leads? Get in touch to find out how we can help.

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