KARMA KEG

OVERVIEW OF THE PROMOTION:

Karma Keg is a community-based activity that can be used as an ongoing or one-off activity to help raise money for a local community group, charity or social cause. A Karma Keg encourages customers to pay it forward by paying what they want for a schooner of a specific keg, with all proceeds going to the designated cause.

This presents an opportunity to:

  • Give back to a local cause and connect with your community,
  • Increase positive community contributions of the venue, and
  • Assist with positive PR opportunities to reinforce brand positioning.

Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.
SUGGESTED ACTIVITY TO CONSIDER:

SCHEDULED KARMA KEG:
DETAILS: Your venue may choose to implement Karma Keg into your Marketing Plan and choose one day every quarter to run a Karma Keg.
Click here to show more information | Hide

If this becomes a regular activity, venues should have the charity/cause pre-planned to announce well in advance to patrons and through marketing channels to ensure success. Consider coinciding your Karma Keg with a sporting or major event to maximise funds raised for the cause.

Please include in your proposal:

  • Frequency/days you wish to run a Karma Keg,
  • Charities/causes you wish to be associated with and raise money for, and
  • What type of keg you will be including in the activity.

COSTS
Dependent on the selected keg – this cost can be covered with the group promotional fund.

SPECIAL EVENT KARMA KEG:
DETAILS: If there is a cause or charity that aligns with your venue (i.e. Townsville Flood Appeal or Farmer Drought Appeal) you may wish you utilise a Karma Keg to raise money on a specific occasion and organise a community day in venue. A Karma Keg would become one piece of a larger range of fundraising activity/event.
Click here to show more information | Hide

Please include in your proposal:

  • Day you wish to run a Karma Keg,
  • Charities/causes you’re raising money for,
  • What type of keg you will be including in the activity, and
  • Other fundraising activity you will be running on the day to support the Karma Keg initiative.

COSTS
Dependent on the selected keg – this cost can be covered with the group promotional fund.

BRANDED KARMA KEG:
DETAILS: In order to create more banter or a point of difference around your fundraising activity, you may wish to run a branded Karma Keg, where you name the beer after the cause or charity you’re fundraising for. The keg can be supplied nu AHB; however, you will be required to supply your own beer decal.
Click here to show more information | Hide

Please include in your proposal:

  • Frequency/days you wish to run a Karma Keg,
  • Charities/causes you wish to raise money for, and
  • What you would like to call the beer (An example of this: ‘The Great Lager’, named after UFC fighter Alex Volkanovski).

COSTS
$260 + GST Australian Brewery keg – this cost can be covered with the group promotional fund.

SUGGESTED MARKETING CHANNELS:

When selecting your marketing platforms, think about who your target market is, what your venue is holding on the day and how this message would get across the most effectively.

  • Posters/ lightbox posters- Only to be used it the venue does not yet have digital advertising screens or RIPTiDE
  • Nightlife- Upload to Nightlife via OMG with scheduled finish date.
  • Customer till screens – ensure visible in peak mealtimes.
  • SMS/E-flyer - Only to be used in consultation with Marketing Manager.
  • Staff Vira l- Print out the event details and discuss in weekly manager meetings.
  • Website – Add to events section of website with scheduled finish date.
  • Social Media - To be posted on venue socials, reach out to local groups through social media, encourage the cause/ charity to promoting through their own channels as well
  • PR- Media release guidelines must be adhered to and approved by Marketing Manager.
SUGGESTED SOCIAL COMMUNICATIONS:

Social Campaigns:

  • Create a hashtag campaign to encourage patron participation: This is as easy as asking customers to share a photo drinking the beer - be sure to include a venue related hashtag for people to share with the post.

Social Captions:

  • “Our Karma Keg will be pouring some fresh cold beers this Saturday to help [insert cause]. Grab a drink and cheers to all the hard work the [insert cause] does. All proceeds from the keg will be going directly to the to help with their amazing work.”

  • Do your good deed for the week by grabbing a Karma Keg Schooner this weekend. All money raised from [X beer keg] will go directly to supporting the amazing work done by our friends at [insert cause].
REQUIRED IN YOUR PROMO PROPOSAL:

All venues looking to utilise a Karma Keg are required to submit a proposal with the following information:

  • Proposed activities & allocated activities
  • Keg details including type of keg, branding and date
  • Associated costs
  • Marketing initiatives
  • POS requirements


Media Library IDs 36113 - 36121