It's All About Beers! - Digital Campaign Case Studies

Today, many beer brands are very active online and take a serious focus on digital marketing. They try to use different tactics and tap on various touch-points to capture wider attention and brand new experiment from the target audience. It could be vary from impressive 3D projection mapping, highly interactive YouTube takeover, socially driven campaign with gamification or purely social promotion for both online and offline activities. Here are some recent highlighted campaigns from Carslberg, Desperados, Polar Beer and Guiness.

1. Carlsberg global digital campaign 

• Agency: Skive
• Big Idea: All echoing the new tagline, ‘That Calls for a Carlsberg’, its new brand positioning.
• How it works: It’s Carlsberg’s first global digital initiative and features content for YouTube and Facebook.Carlsberg has kicked off their new campaign in UK with a couple of pretty big 3D projection mappings on the iconic White Cliffs of Dover and the famous Liverpool Street Station. On their YouTube channel the TV ads and other video clips produced for the launch are available, along with the YouTube Takeover experience. On Facebook Carslberg have gone for something different with an app that invites users to type in a transmission, upload a photo – and send a message to your mates from the moon using text-to-voice and face mapping. 
• Take-aways: The digital campaign will support the new television advertising, ensuring that it reaches audiences who spend their time online.

2. Desperados Beer YouTube Takeover 

• Agency: Dufresne Corrigan Scarlett and MediaMonks 
• Big Idea: Create a pretty cool and ambitious YouTube takeover by integrating the Facebook Connect functionality as part of the experience. 
• How it works: The YouTube campaign for beer brand Desperados is different to most by letting you interact with the story as it unfolds instead of the 99% that just break up the YouTube interface in various ways. Additionally, the Facebook Connect functionality is a neat way of socalising the whole experience, with the takeover bringing your FB friends into the party by pulling in photos on the fly.

3. Polar Beer scores a socially driven campaign 

• Agency: Almap BBDO 
• Big Idea: Tapping into peoples unyielding fanatacism to their favourite football team and the general win-at-all costs attitude of sports fans
• How it works: They created a groundswell of engagement, facilitated by Polar Beer, that engaged tens of thousands of passionate fans from two opposing football team fan bases and endeared them BOTH to the brand for significant periods time (avg ion site was 11mins plus). A true WIN-WIN that managed to align the brand to two opposing audiences and deliver a positive branded experience to both.
• Take-aways: The campaign shows how a powerful call to action based on a real passion point (in this case Football – a religion in Brazil) can motivate online action, participation and engagement.

4. Guiness rises to the top in Singapore

• Agency: BBDO Proximity Singapore 
• Objective: The campaign was developed for the Singapore market where engaging and attracting young consumers to Guinness is a major focus in order to drive a groundswell of engagement on Facebook within 8 weeks.
• How it works: Using a simple but compelling promotional idea to give Guinness’ Facebook fanbase a major boost with its Rise to the Top Social media campaign. The highly partcipatory campaign had a strong viral element and was activated online, and offline. Offline activation was enabled via an innovative iPad app that the agency created allowing brand ambassadors to engage and enrol consumers in bars and in trade outlets.
• Result:The campaign caused explosive growth in fans on Facebook page, achieving 21,000 in only a few weeks, making it the #1 beer and spirits brand fanpage in Singapore. This socially activated short term campaign is the first step of Guinness’ social media engagement strategy in Singapore with even more innovative and engaging content and promotions in 2011 and beyond.

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"Yellow Tree House" & "Mini Gateway" - Digital Campaign Case Studies

How can your digital campaign stand out of the crowd? Thanks to the Internet and its growing role in our lives, agencies have come a long way in the past decade, and they’ve begun to hone in on and innovate in the realm of digital marketing. There are more evidences of the growing appetite of  brands to really get behind innovative digital ideas to get more interaction with the target audience. Therefore, from now on, I would like to share about the case studies of innovative digital campaigns around the world that I've known recently for an overview of the scene.

1. Award-winning “Yellow Treehouse” Campaign 

• Brand: Yellow Pages Group (New Zealand)
• Agency: AIM Proximity and Colenso BBDO (NZ) for true integrated work
• Big idea: Using Yellow Pages book and website can help you achieve any task, no matter how big or small.  
• How it works: The Yellow Treehouse program is all about putting Yellow to the test. Tracey, like everyone, has a mission, hers is to build a restaurant in a tree. The test is that she can only use the Yellow Pages, yellow.co.nz and Yellow Mobile to do it. She’ll need to find architects, builders, restaurant suppliers – everything using just Yellow. Even though it’s a brand campaign you can only take the planning so far – what happens from one day to the next can change very quickly.
• Results: The power of the insight and idea lived well beyond one campaign, and successfully led to the second generation of the campaign – “The Taste of Yellow Chocolate” , which achieved the same heights of success for Yellow in terms of business results, and the chocolate bar created went on to outsell every other chocolate bar in NZ in its first week of launch.
• Takeaways: The campaign leveraged a multitude of touchpoints to deliver spectacular business results for Yellow and it also demonstrated exactly how digital can be seamlessly integrated into a campaign, rather than being an afterthought (as we still see so often today).

2. Mini Gateway Stockholm Campaign 

• Brand: MINI Countryman (Sweden)
• Agency: Jung von Matt Stockholm
• Big idea: From the “Gateway” global concept and the specific challenge in Sweden was to create MINI evangelists, the idea behind is to create the world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.




• How it works: You used an app where you could see the location of the virtual MINI within the Stockholm city border. All locations were updated in real time so you could easily follow how everyone moved.
If you got closer than 50 metres of the virtual MINI you could take the virtual MINI with your iPhone.
Then you had to get away, because anyone within 50 metres could take the MINI from you. The person in possession of the virtual MINI at the end of the 7-day campaign gets the car.  
• Results: The buzz started spreading within minutes after the app was put up on Appstore. Hundreds of thousands discussed it in social media. People from everywhere followed the game on the website.
The campaign created astonishing interaction with the MINI brand. During  the game week  11413 people participated and transported the virtual MINI nearly 1 500 physical kilometers. Average gaming time was 5 hours and 6 minutes per person. 
• Takeaways: Mini has successfully ultilize digital and technology platforms to create a fun, relevant and engaging experience, rather than just being there for some buzz.

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Mobile Marketing: Facts & Figures

From mobile commerce and text messaging campaigns to location-based services and augmented reality, mobile marketing is, without a doubt, essential to an integrated communications campaign. Tech-savvy consumers have adopted mobile communication and use it as a preferred method of communicating. As more and more people use mobiles on a daily basis, businesses have to adapt to mobile commerce with various platforms, strategies and marketing ideas. The insightful infographic below by Microsoft Tag displays the breadth of the mobile market today.

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Facebook 2011: Facts & Figures

The World is Obsessed with Facebook by Alex Trimpe, a student at Columbus College of Art & Design, shows some interesting stats about Facebook use in 2011 and goes great with the insightful infographic wrapped up by Online Schools.

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