Bitburger creates a unique and personalized brand experience with a composable customer data platform
During the European Football Championship, the Bitburger brewery group is relying on a comprehensive omnichannel campaign that focuses on direct contact with fans. This is made possible by a pioneering solution from 4brands Reply.
#Personalization
#Omnichannel Marketing
#Consumer Product
#EURO 2024
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The challenge
Using the European Football Championship 2024 to develop Bitburger further into a top-of-mind brand
The scenario
Strengthening the brand's presence
Bitburger will be offering its drinks exclusively in all stadiums and fan zones during the European Championship. In order to sustainably strengthen the brand's presence, the brewery group wants to personalize the interaction with its consumers more strongly during the tournament. Direct contact with consumers will be at the heart of all marketing activities in order to create a comprehensive and inspiring Bitburger experience.
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The solution
Individualized marketing based on personal preferences and interactions
Thanks to the support of 4brands Reply, Bitburger has succeeded in creating a new composable Customer Data Platform (cCDP) that links identity and consent management, consumer engagement and marketing automation and enables a 360-degree view of the consumer.
The GDPR-compliant centralization of all consumer data and interactions enables Bitburger to create a consistent customer journey for fans with a high degree of personalization and direct interaction with consumers. For example, it is planned that users of the Bitburger app will receive geodata-based push notifications about their favourite Bitburger products.
How we achieved this
A flexible architecture based on Azure
The customized cCDP is based on an Azure technology stack and fits seamlessly into Bitburger's existing marketing landscape. Thanks to the intelligent system architecture, the company can easily and cost-effectively customize, scale and add new functions to the cCDP in the future. This enables the provision of GDPR-compliant use cases within a few days and increases flexibility. The modular structure of the cCDP with best-of-breed components for all CDP core functionalities ensures that Bitburger is also optimally equipped for new requirements and changing conditions in the future. 4brands Reply will continue to support Bitburger in this regard, from conception and technical implementation to the evaluation and expansion of new scenarios.
The advantages
Flexible, efficient and future-oriented
Bitburger benefits from these advantages thanks to the new composable Customer Data Platform:
Customized interaction
with each customer
Presence among fans
during the UEFA EURO 2024
Strengthened customer
loyalty and brand loyalty
GDPR-compliant identity
and consent management
More efficient marketing
and sales processes
Maximum flexibility thanks
to a future-proof platform
The Bitburger Brewery Group brews and markets exclusively premium beers and is one of the leading brewery groups in Germany. The company owns the brands Bitburger, König Pilsener, Königsbacher, Köstritzer, Licher and Nette. It also has a distribution partnership with Benediktiner Weißbräu GmbH. The brewery group is a family business and is now managed by the seventh generation.
4brands Reply specializes in the consumer goods industry and supports companies in the design of their individual digital transformation processes with innovative IT technologies. 4brands Reply's approach focuses on the consumer with his Customer Journey, which covers the entire value chain of the company. The offer includes process consulting and system integration for the core areas of Customer Experience Management, Revenue Growth Management, management of Demand-driven Supply Chains, Enterprise Management and management of a Digital Data Platform.