While other brands initiate multi-stage promotions that involve consumer generated content, sharing, inviting friends and more for a chance to get a prize or money, Newcastle Brown Ale minimizes this all to a simple scheme of following the brand on Twitter and getting money instantly.
The brand just gives $1 in the form of a physical check to each new follower on Twitter, @Newcastle, until there will be 50,000 people. The promotion, which is open for legal residents of the 50 U.S. (including D.C.), at least 21 years old, is rolling out through June 30 or while supplies last.
The idea is explained in a short tongue-in-cheek video titled “Follow the Money,” created by Droga5. The effort is launched to attract a wider audience to the brand’s Twitter account, which currently has only 27.1 thousand followers, while its Facebook page has 923,000 likes.
“Why endure the unsolicited marketing of other beer brands for free when you can endure Newcastle’s unsolicited marketing and get paid?” the brand asks in the video.