Case Study: Toohey’s Extra Dry achieves 100k+ entries and 36,000 new subscribers with TractionNext

“Hit the Button” promotion acquires over 100k entries tied to sales

Toohey’s Extra Dry, owned by Lion, needed to defend and grow its share among younger beer drinkers amid rising competition and changing habits. To boost brand awareness, increase off-premise winter sales, and expand its customer database, Toohey’s Extra Dry partnered with TractionNext to run a large-scale promotion using TractionNext’s registered competitions engine and multi-channel entry platform (web and SMS).

TractionNext built the custom “Hit the Button” mechanic: unique-code validation, instant prize assignment across tiers, triggered entry and winner communications, and redemption tracking, plus postcode-based EDM follow-ups to drive local sales. The campaign delivered over 100,000 entries, grew Toohey’s Extra Dry’s database by about 36,000 new subscribers (roughly one third of entries), saw web entries nearly double SMS, and produced high redemption rates—demonstrating TractionNext’s measurable impact on acquisition and engagement.

Toohey’s Extra Dry

Hayden Bell

Assistant Brand Manager