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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