By Martin Vedris
SYDNEY: Sunbeam has launched ‘The Best Session Eva’ website as the anchor for a new national campaign to promote its Innovo Gas BBQ range by associating the brand with the hottest sporting events this summer.
Having identified its primary target audience as 25 to 49 year-old males interested in sport and the social aspects of watching sport, Sunbeam has developed a promotion which ties in with the major sporting events throughout spring and summer.
Kicking off officially this week to coincide with football finals, www.bestsessioneva.com.au sits within the FOXSPORTS.com.au website and features the latest sporting results, handy barbecuing tips plus a weekly sports quiz offering prizes.
In addition, the site is running a competition to win a major prize valued at more than $10,000. Billed as the ‘Best Session Eva’ package, the prize includes a Sunbeam Innovo BBQ, Sunbeam Beer Mate, 42" Fujitsu Plasma TV, meat for the barbecue and cases of Coopers beer. One major prize will be won in September leading up to the football grand final weekend, with another package to be offered throughout December and January leading up to the Australia Day Cricket Test.
To drive traffic to this new site, Sunbeam is implementing online, radio and outdoor activity. FOXSPORTS.com.au will be a major component of the campaign with, on average, more than one million unique browsers per month visiting the site. In addition, a series of sponsorships across the Triple M radio network, during drive time and on weekends, will further generate awareness. Sunbeam has also created a selection of Best Session Eva beer coasters, promoting the competition, to be distributed throughout pubs and clubs nationally.
“We know Australian men love to socialise with their mates at home, particularly when major sporting events are on,” says Sunbeam category manager – BBQs, Adam Tacey.
“With footy finals, Rugby World Cup and the cricket season almost upon us, the interest in the backyard barbecue, and sport, will be bigger than ever.”