Big Bold Grolch
In a world where many credible beers are trying to get the attention of
beer drinkers, Grolsch wanted to differentiate itself. They wanted to prove
that Grolsch beer has a “rare character” among lagers. In order to do that they
launched “Big Bold” campaign.
A TV advertisement was just the beginning. The campaign invited consumers
to meet one of the most notorious police officers in Netherlands, who was the
protagonist of the campaign, online. When someone visited the corresponding
website, they saw a video. In that video the detective gave them a mobile
number and asked the audience to text him their name. If that name sounded
familiar, they would get a free beer. The interesting part is just here:
whenever someone texted their name to that number, they saw the detective
receiving that text; when the camera zoomed at his smartphone, each consumer
saw his or her own name on the screen. That was made possible through various
modern technologies.
Grolsch’s campaign took interactive videos to a whole new level. Over
100.000 people have seen the video and sent a text to the notorious Dutch
detective. Moreover results have shown that the campaign has been shared in
various social media portals; the brand’s Facebook page for example has
received over 20.000 visits through that single campaign.
Just below, you can watch the case study of “Big Bold” campaign:
Two years later, in January 2014, Grolsch launched another campaign,
similar to the first one. This time fans had been receiving calls from within
the video. The engagement in social media was high enough and the company once
again succeeded in communicating that Grolsch has a big and bold flavour. You
may watch the second campaign’s video here:
<include this embedded tweet here: https://twitter.com/TomPenrose/statuses/406194324813000704
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