Beer marketing innovation
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Transcript of Beer marketing innovation
Innovations and InspirationSeptember 19th, 2012
Beer Marketing
Innovations and Inspiration – Focusing on Beer
•Mobile•Social•Experiential•Content/ Utility•Packaging•NPD•Advertising
Mobile: Guinness QR Code
Guinness’ s product-activated QR code can only be seen if the glass is filled with their dark brew. Scanning prompts sharing via twitter, foursquare,
Facebook, and Instagram
Mobile/ Augmented Reality: Bulmer “Perfect Pint”
To see the video, users point their smartphones at QR codes. These will be on drip mats, posters and window vinyls in 10,000
pubs in the U.K.
Mobile/ Augmented Reality: Becks Green Box “Art Gallery”
Becks turns everyday locations into works of art with its new augmented reality app. Its Green Box Project work can only be seen
using a smart device app
Mobile/ Social/ Packaging: Yeastie Boys DIY Beer QR Code
When drinkers scan the QR code on the bottle, they are directed to an site where they can find instructions to make their own version of
the Digital IPA at home.
Mobile/ Social: Nokia Gift Machine
Nokia’s social machine in Dubai gives gifts in exchange for Foursquare check-ins and NFC interactions. Prizes include candies, Nokia devices
and movie tickets
Mobile/ Social: Carlsberg Unbottle Yourself
The game includes inhibition-loosening tasks like 'walk around and high-five strangers', 'challenge someone in a shopping cart race’, 'buy a hot dog and
give it to the next in line'.
Mobile/ Experiential: Harry’s Bar Bottle Message
Harry’s Bar in Singapore makes it easier for shy locals to meet each other with the ‘Bottle Message’: QR code tags that let you enter a message when you scan them.
.
Mobile/ Social/ Advertising: Grolsch
Grolsch lets users get a free pack of beer by texting police officer Jount, a fictional character in their TV advertisements. .
Social: Heineken Ideas Brewery
Heineken is asking drinkers to “reimagine the draught beer experIence” and win GBP5,000
Social: Sam Adams Crowdsourced Beer
A Facebook app invites fans to design all aspects of the new brew. Drinkers will be able to weigh in on the color, clarity, body, malt, hops
and yeast of the beer
Social: Heineken Balloons
To drive more Brazilian fans to like its Facebook page. Every time someone from Brazil likes the page, a green balloon is blown up and
placed in an office.
Social: Fosters Oz-ometer
Fosters Ozometer incorporates live twitter feeds to identify the most easy-going cities, regions and celebrities in Britain that reflect the Aussie
No Worries attitude to life
Social Commerce: Magners F-Commerce
Magners Facebook store is to sell a run of 1,000 limited-edition Magners Specials gift packs exclusively via the network for £10 incl. delivery.
Social Commerce: Tweet-a-Beer
Web app Tweet-a-Beer lets users buy a drink for Twitter friends, using ecommerce platform Chirpify to sync their Twitter account with their
PayPal account.
Social Commerce: GetThemIn on Facebook
GetThemIn lets Facebook users buy each other real beers redeemable at selected retail outlets and bars.
Experiential/ Social: Red Stripe Art Project
Red Stripe tapped sound artist Yuri Suzuki to create an installation sound sculpture using thousands of collected
Red Stripe cans.
Experiential: Dos Equis “Feast of the Brave”
The Cinco de Mayo themed truck served tongue, ostrich, veal brain and even cricket tacos to pair
with Dos Equis.
Experiential/ Brand Utility: IKEA Manland
IKEA has created a “crèche” for retail-weary men, complete with Xbox consoles, pinball machines, continuous televised sport and free hot
dogs.
Experiential: Brahma Giant Radio Controlled Beercan
I mean, why wouldn’t you?
Experiential: Heineken Airport Lounge
The Lounge offers travellers luxuries usually reserved for business class. White leather sofas & green aluminium tables combine to create a
contemporary brand space
Experiential/ Collateral: Molson Plantable Coaster
Molson has put plantable coasters in specially-marked can packs, which will grow into Black Spruce trees if you plant and
water them.
Collateral: BeerTag
Wine drinkers already have wine charms to identify their glasses, and now — thanks to BeerTag — there’s an equivalent
for beer drinkers too..
OoH: Beck’s “Music Inspired Art”
inspired by album covers for bands like The Cure, Kraftwerk and Prince, Beck’s
commissioned contemporary artists to repaint some London Pub exteriors
OoH: Bionade Truck Sides
This optical illusion made the most of otherwise dead space on Bionade’s delivery trucks
OoH/ Ambient: Zhu Jiang Window Stickers
Interior window clings in Chinese Taxis give the illusion of a frothy beer
OoH/ Social: Random House “How To Get The Man You Want”
A huge trap was created with beer bottles as “bait”, offering an alternative solution for those who do not
want to buy the book.
OoH/ Social: Bulmers Apples
Bulmer played up their apple connection with promos to win a trip to NYC and a scavenger hunt to won money for the local community.
Branded Content/ OoH: Heineken Light
For most of the time the advertising site in Noho is left intentionally blank. Only once in a while the billboard shows music gigs by bands
like TV On The Radio
Branded Content: Budweiser Reality Show
Bud’s hour-long reality game show. ‘The Big Time’ will feature amateurs competing in various talents like sports, music and
cooking.
Branded Content: Carling ‘Wondrous Place’
Alice Gold's cover of Billy Fury's 'Wondrous Place’ is available on iTunes, with a 60-second ad on TV and the full video up on
YouTube
Branded Content: Cinema Peroni Senza Tempo
Peroni's short film played in cinemas with excerpts on TV and online The film, from the director of The Pursuit of Happyness, pays tribute to
Italian movie-making. .
Branded Content: Vice and Tiger Beer
‘Curiosity Is Rewarded’: Tiger Beer and VICE magazine’s documentary series looks at the evolving way creative youth are exploring ideas
together.
Branded Content/ Mobile: Carling iPint
The app is a Donkey Kong-like game where you have to safely take a pint of Carling from bar to your table dodging objects
and obstacles
Branded Content: Heineken Mixtape
In an homage to the mixtapes of old, every 6-pack of Heineken came with a USB stick designed to look like an old school music cassette and loaded
with free music.
Branded Utility: Asahi Free WiFi from Vending Machine
The Asahi beer vending machines emit a free wifi signal within a 50 meter radius for anyone in range to use.
Branded Utility: Heineken Free WiFi Hubs
Heineken provides free wifi at 100 London pubs and bars. Heineken Hubs are selected venues “where staff take pride in pouring you the
perfect Heineken,”
Branded Utility/ Advertising: Molson Seduction Toolkit
Molson provided men all they needed to succeed with women … props to appear wealthy, sensitive or worthy.
Branded Utility/ Advertising: Molson Seduction Toolkit
Molson provided men all they needed to succeed with women … props to appear wealthy, sensitive or worthy.
Branded Utility/ Advertising: Molson Female Programming
Molson placed ads in women’s magazines to “program” women in to thinking that men drinking Molson were desirable mates.
Packaging: Zayde Cloth Labels
These textile labels were designed for an Israeli company’s alcoholic beverage called ‘Zayde,’ to make the product stand
out from the crowd.
Innovative graphic design for cans of Krönleins cider (Sweden), creates an emoticon using the type on the can.
Packaging: Krönleins cider
Molson’s back labels were designed to offer “icebreakers” to start conversations with the opposite sex.
Packaging: Molson Twin Labels
Packaging/ Content: Just Beer Short Stories
A Massachusetts brewery has created a selection of limited edition beer bottles covered in a 12-part detective series label. Each ‘chapter’ is
printed on a 22oz bottle
Packaging/ OoH/ Ambient: Wybreshko Beer Bags
Beer buyers become free outdoor ads. The optical illusion of people, carrying a case of beer in one hand entertains onlookers, as well as the
actual bag-owners
NPD: Niche Beer – Women and LGBT
Molson Coors is turning to the ladies with its female-targeted beer Animée. Meanwhile The Minerva brewery aim to meet the needs of an ‘ignored’ market: LGBT.
Notable Ads: Carlsberg “Risky Behavior”
‘That Calls for a Carlsberg’. The beer tested innocent couples in a movie theater filled a cinema with 148 ‘bad boy’ bikers. Those who dared
were rewarded with a cold beer.
And Finally …
Food for Thought?
Thank You