In a bid to combat falling pub sales and growing competition, a number of innovative beer brands have taken to the internet to drive buzz for their products and bring in consumers from across the world with savvy digital marketing campaigns.
In a bid to combat falling pub sales and growing competition, a number of innovative beer brands have taken to the internet to drive buzz for their products and bring in consumers from across the world with savvy digital marketing campaigns.
As .rising reported last month, Heineken’s recent ‘Dropped‘ campaign, which makes the most of interesting and attractive video marketing by placing six men in various exotic places and setting them extraordinary tasks to achieve, drew a massive following online after each of the five installments were released, increasing their online engagement and image as a certified ‘cool brand’ as a result.
http://youtu.be/B9jgG-EN8F8
As well as this, Heinken is continuing to highlight the talent of its design and technology team, and is due to launch the world’s “first interactive bottle” next year, created in order to drum up greater consumption of beer in nightclubs. The new bottle will be kitted out with LEDs and motion sensors, lighting up in time to music or when people take a sip – a pretty cool marketing strategy with a well designed video that is sure to go down well with the more affluent pub and club revelers.
http://youtu.be/vlnjXlm2sm0
A different approach has been taken by AB InBev with regard to its Stella Artois brand, which Marketing Week says is ‘leading the charge’ with regard to digital marketing among beer brands. The company is focusing its efforts on digital gifting and sharing via social media via a new Facebook app which allows fans to buy their friends a pint of Stella at participating on-trade locations. This approach ensures the company fulfills its promise to “enhance the in-person consumer experience” and encourages interaction between the brand and its fans.
Fuller’s has taken a more simple approach, but is still making the most of what social media offers by launching geo-targeting promotional offers on Facebook and Twitter. It’s also making the most of the hashtag, using its most recent ‘#MadeofLondon‘ campaign to enhance its appeal to City-dwellers.
Beer drinkers are social animals, and by targeting them online with attractive videos and strategic campaigns, the ‘cool’ beers are marching ahead of the rest in getting consumers to choose their brand over other less-popular and media-savvy rivals.
Leave a Reply
You must be logged in to post a comment.