Baileys launches major promotional drive
This month sees the launch of Baileys Million Moments of Pleasure, the largest ever consumer promotion in the Irish Cream brand’s history, and indeed that of Diageo, which owns Baileys.
The campaign takes place online, with registration at http://www.baileysmillion.com/ available to those in the UK, Spain, Italy, Germany and Russia.
The first million consumers to participate stand the chance of winning from a selection of prizes that include coffee machines, ice cream makers and chocolate truffles. Baileys has also teamed up with John Legend, the Grammy award winning R&B musician, to offer free downloads of a live version of his hit “Stay With You”.
Rob Malcom, president global marketing, sales and innovation for Diageo, said: “The Baileys Million Moments of Pleasure is a great example of where we see our digital marketing going in the future, a ground-breaking campaign which will really connect with our consumers online.”
© Gabriel Savage, db 18 September 2007