Amstel launches Pokémon Go-inspired free beer hunt
Heineken-owned beer brand Amstel has joined up with augmented reality (AR) app Snatch for a Pokémon Go-style promotional campaign. Users can win vouchers for free beer by finding a prize location and hanging onto it for six hours without anyone else in the vicinity ‘snatching’ it. The campaign will see 10,000 pints given away, with vouchers redeemable at Mitchells & Butlers bars and pubs. "Combining brand rewards, real-world gaming and AR is fairly new territory but it’s powerful," said Phil Lloyd, chief customer officer at Snatch.

Heinken-owned beer brand Amstel has partnered with AR app Snatch for a summer promotion.

10,000 pints of Amstel are being given away in the app, to players who can find one of the prize locations, Pokémon Go style, and then hold onto it for six hours without another nearby player ‘snatching’ it.

The free drink vouchers are redeemable in Mitchells & Butlers bars and pubs, including All Bar One, Nicholson’s and Toby Carvery. Amstel is also be giving away three holidays to Amsterdam, where the Amstel brewery is located, plus 20 bikes.

Snatch launched in February, with the backing of Unilever Ventures. It has worked with brands including Topshop, Just Eat and Pizza Hut.

“Snatch is about brands engaging with consumers in a place they’re accepted and welcomed, not interrupting them with advertising,” said Phil Lloyd, chief customer officer at Snatch. “Combining brand rewards, real-world gaming and AR is fairly new territory but it’s powerful.”