This Grolsch multi-screen campaign is an interesting example of extending a TVC into interactive an online video and mobile experience, that in turn drives retail foot traffic. Starting with a TVC introducing a bold character, the ad then challenges you to go online to continue the conversation.

Users are then introduced to the character more personally over a beer and are asked to text him their name in real-time as the online video plays… For users who’s name the character recognises, he sends them back a text message, literally buying them a beer in real life, with the text linking straight to a coupon code and store finder to claim. Created by the BMB Agency.