Monday, March 05, 2018

The 'Brewdog Million' & GDPR

Craft Brewery Brewdog has just introduced a new promotion.  They are giving away one million pints of their Punk IPA to anyone who registers on their site, and signs up for an email.  The pints have to be claimed at a Brewdog bar, and presumably most people won't just stay for one.

Very clever marketing, but also I think it's very clever in the light of GDPR.  Brewdog get an opted-in database of 1 million names of people who have stated explicitly that they are willing to be re-contacted.  (Or as many as they want, to be honest - they could keep it going as long as people keep signing up).  I suspect that more brands might start doing this, to ensure that everyone is legally opted in with the most up to date terms and conditions.

Update - it's been pointed out to me on LinkedIn that since you have to opt in to newsletters to receive the free drink, it is not freely obtained consent, so it is not GDPR compliant after all.  But anyway, this is a more interesting example to discuss the practicalities of GDPR than most.

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