2012 - 2013

CARLING BLACK LABEL (UK) – CAMPAIGN

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Idea

DIGITAL CAMPAIGN – TIMELINE

Website Launch on 1st of Feb with the CBL

Club App

YouTube will run

competition every 3rd

Week from Feb - April

Email & SMS marketing

will run for the 1st two

weeks of Feb.

UK MOBILE STATS

• “There are more mobile phones in the UK than people

• The number of smartphone searchers doubles every two

months

• 52% of UK mobile phone users have a smartphone

• 28% of internet usage is from a mobile phone

• 12% of UK population have a tablet

• 28% of people in the UK have purchased something using their

phone

(source: newmediatrendwatch.com)

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CBL CLUB APP

First impressions and usability features

• Branding – The label on the page reinforces the

brand and visually.

• Login process – Multiple login options i.e. social

media logins, eliminates the registration process

which can lead to a higher convert rate.

• Sign up now -

KEY FEATURES – NEWSFEED

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• Promotions

• Football news

• Upcoming events

KEY FEATURES

WIN CARLING (GAME)

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• Choose your side before the match starts

• Win and add that score to the leader board

• Win a promotional code to be redeemed

• And just enjoy the game with your mates!

KEY FEATURES

REDEEM A VOUCHER

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• Insert your code and get a promotional

discount

• Discount must be used before expiry date

• Each discount can only account for one

single product

KEY FEATURE - SETTINGS

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• Instructions – How to use the app’s features

•Contact us – Our number, email and website for

queries or problems

• Refer a friend – Get your friend to join the CBL

App by sharing “Join the CBL Club” on social

media buttons provided or insert their email

•FAQs – Most frequent asked Q&A will be

displayed here

• Logout – Sign in with a different user

KEY FEATURE

LOCATOR

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COSTS

• The costs can vary from 10,000 - 50,000 euro

• As this App has quite a few features costs could go up to at lease 50,000 Euro for

development and testing.

• We currently only plan to bring this App to the Android market as a free service. If the App

is successful we will bring it to the IOS platform.

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CBL CLUB APP - KPI

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WHY SHOULD CARLING USE GOOGLE+?

• Google+ on the rise

• Having an extra platform is better then having none at all

• Key measurement tools available

• Social Media intergration

• Affective free marketing service

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Idea

GOOGLE+ STATS

• 400 million registered users and 100 million active users (Apps and

web browsing).

• London Ranks 3rd with 3.34% users out of (sample size 2.6M in the

world)

• 67% of Google+ users are male (sample size 43 million aprox.)

WHAT ARE OUR PLANS FOR G+?

• To create Google+ “Page” to build fan base

• To promote the campaign through the concept of “ Reconnect with friends”

• To create a “Community” page around that concept

• To integrate the “Hangout+” feature with the YouTube competition

• And Generate brand awareness to our target audience through social media

integration

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GOOGLE+ MEASUREMENT & KPI

ESTIMATES/GOALS

Product and brand measurement :

• Tracing your posts with Ripples

• Social reports in Google Analytics

• Searching for your brand on Google+

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Carling

Google+

Channel

Page fans +1s (Likes) Ripples

(Shares)

Pre- Campaign 0 0 0

Campaign 10,000 12,000 2,000

Total 10,000 12,000 2,000