Case Study: Toohey’s Extra Dry achieves 95,000 sales and nearly 50,000 new subscribers with TractionNext

Toohey’s Extra Dry “Bank it or Blow it” promotion spurs 95,000 sales

Toohey’s Extra Dry, a leading beer brand owned by Lion, engaged TractionNext to run a high‑profile "Bank it or Blow it" competition over the Christmas/New Year period to boost brand awareness and holiday sales, capture consumer data, and grow Lion’s marketing database. The brief required a multi‑channel entry system (SMS and web) with instant acknowledgements sent via the entry channel, hourly draws eight hours per day, and a final grand prize draw — all underpinned by TractionNext’s digital communications platform and registered competitions engine.

TractionNext built custom competition mechanics, including purchase‑required unique codes (ensuring every entry corresponded to a sale), instant channel‑specific confirmations, automated hourly draws, and a grand prize "bank it or blow it" final draw. The campaign delivered 95,000 total entries (about 60,000 web and 35,000 SMS), 79,000 unique entrants, and nearly 50,000 new subscribers added to Lion’s database, driving significant sales and providing a large, engaged audience for future promotions.

Toohey’s Extra Dry

Hayden Bell

Assistant Brand Manager