Big Bold Grolch-blog8

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:

https://www.youtube.com/watch?v=uyyBwuCTwEA

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:

http://vimeo.com/83302336

<include this embedded tweet here: https://twitter.com/TomPenrose/statuses/406194324813000704

Read more:

http://www.thinkwithgoogle.com/campaigns/grolsch-big-bold.html

http://www.digitalartsonline.co.uk/news/interactive-design/bmb-creates-brilliantly-clever-interactive-campaign-for-grolsch/

http://www.huffingtonpost.co.uk/2012/07/25/grolsch-beer-campaign-interactive_n_1701955.html

Delite-o-matic-blog 7

Delite-o-matic

After the “Tweet for Tea” campaign we examined last week, today we analyze one more vending machine related marketing campaign. This time the story is about Fantastic Delites, a premium savoury boxed snack that was launched onto the australian market a few years ago.

 

In 2012 Fantastic Delites decided to launch a campaign in order to increase the brand’s awareness in Australia. They placed a custom-made vending machine named Delite-o-matic in malls all around the country.

Delite-o-matic asked people to do random stuff and if they complied, they were awarded with a free snack pack. Some challenges were easy, like the one that required you to press a button 100 times, whereas some of them were silly, like the one that asked you to dance like a robot. Generally it was a fun experience for the participants.

Although sceptical at first, people soon started gathering around Delite-o-matic and started participating in these challenges. As you can see in the following video, the campaign drew a lot of attention. At times tens of people were observing the participants.

As Creative Guerilla Marketing points out, brands often make a certain mistake. They think that people will do stuff for them only if their product is very good. That’s not the case. Actually people will do anything for your brand, as long as you give them a chance to have fun. That’s exactly what Fantastic Delites did here. The video they shot has gathered over 2,8 million views so far and draw the attention of many media companies around the globe, such as CNN, ABC America and MSNBC.

https://www.youtube.com/watch?v=R8RIqJLUYSE&feature=youtu.be

tweet for tea-blog 6

TWEET FOR TEA

BOS is a South African brand of popular organic ice tea. The company sought a way to add advertise its product through digital marketing. Surveys have shown that South Africans are more active on Twitter than people from any other country in Africa. Because of that, they came up with the following idea.

In 2012 BOS Ice Tea launched what would be the first Twitter-activated vending machine. In order to receive a free sample of the refreshment, people had to post a tweet that contained the hashtag #bostweet4t.

BEV, as the machine was called, was placed in a square in Cape Town. The vending machine was integrated with the Twitter API, so it was able to detect any new tweets that included the aforementioned hashtag. Moreover, because of the geo-location data, it knew where each tweet was posted from. Only tweets that were posted from that square were valid. Whenever BEV detected a new valid tweet, it dispensed a BOS Ice Tea.

This project demonstrates a creative way to use social media. It is just one example of many different ways someone can do this. BOS’s vending machine was an instant hit with passersby. Because of social media, the hashtag went viral not just across the country, but also across the globe. Friends of friends were hearing about this smart campaign and became aware of BOS Ice Tea brand.

https://www.youtube.com/watch?v=mzUXa6JThVQ&feature=youtu.be

Read more:

http://www.forbes.com/sites/mfonobongnsehe/2012/06/19/twitter-activated-vending-machine-launched-in-south-africa/

http://www.thinkwithgoogle.com/campaigns/tweet-for-tea.html

Le Club Perrier-blog 5

Le Club Perrier - Can you handle the heat?

Although Perrier is an iconic brand, it seems that the younger crowd between 25 and 35 years old tends to consume less than what the company aims. Because of that, Perrier teamed up with Ogilvy Paris in order to create a unique and interactive campaign on YouTube.

One could say that the more people there are in a club, the hotter it gets. The campaign tried to bring this concept to life. The core idea was that the campaign’s channel evolved as the number of views increased.

In this context, the agency created six different videos in total. Each one of them takes place in a club that goes by the name “Le Club” and shows the same tracking camera shot, following a young woman walking through the venue. In the end, the woman drinks a Perrier.

In the first video we saw an empty club, whereas in the second one we noticed a few people. In the third video things were starting to heat up with fiery cocktails and sweaty bodies and so forth. Depending on the total number of viewers up to that specific moment, a different video was becoming available. Check out the following teaser:

https://www.youtube.com/watch?v=aE_bCQKxts4

According to Google’s Think Insights, during the month that the campaign took place, Perrier’s YouTube channel gathered over 11 million views. Moreover, more than 28 million impressions were generated in press and blogs.  People visited the channel more than once, because Perrier gave them a reason to.

In addition to that, with the above marketing campaign Perrier managed to achieve its main goal: to increase brand awareness among people aged 25 to 35. It was an interesting idea, that was executed very well.

Read more::

http://www.thinkwithgoogle.com/campaigns/perrier-le-club-40.html

http://www.psfk.com/2011/06/le-club-perrier-gets-hotter-as-more-people-watch-on-youtube-video.html#!ya55o