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BUD TOGETHER,RENREN PARTY TOGETHER!
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BUD TOGETHER,RENREN PARTY TOGETHER!

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Bud can provide them with more exciting virtual parties and more interesting interactions!...

Bud can provide them with more exciting virtual parties and more interesting interactions!
At Renren Party, an SNS game with over 2 million players, a Bud Brand Bar will be set up. The connection between the brand and bar/party will be built to raise brand awareness.
Meanwhile the Renren Like function will be added to the Bud Bar to encourage more users to pay attention to the public page of Bud, eventually leading to a large community of fans.
Their Page: http://page.renren.com/budweiser

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  • Consumer attribute refers to the relationship between brand and the targeted consumers, indicating brand’s value or profit for the consumers.
  • Creativity refers to the description of the creative points base on the communications strategy.
  • 需要活动参与人数,平均互动次数

BUD TOGETHER,RENREN PARTY TOGETHER! Presentation Transcript

  • 1. 一起百威,一起人人派对 Bud together, Renren party together
  • 2.
    • Campaign Brief- 传播目标
    • Improve Bud’s brand image among young people
    • Attract fans to Bud ’s Fans page
  • 3.
    • Campaign Brief- 传播挑战 The challenges
      • Bud faces the competition of international brands such as Heineken, Carlsberg, and domestic mid- to high-end brands like Tsingtao, Xuehua, and Yanjing, which challenge Bud’s brand recognition .
      • Thoughts
      • How should we make Bud the no.1 choice of beer among young people?
      • How should Bud create a stronger impression on consumers and improve its brand image?
  • 4.
    • The characteristics of target consumers
    • They are young and also love beer, recreation, and socializing .
    • Part ies and clubs are their favor i te places for drinking
    • They often enjoy and participate in social games
    Insight & Strategy- 品牌受众洞察
    • Given this, we found
    • Relevant commercials should be integrated into social games
    • Compared with other games, party-type social games are more relatable to the target consumers.
    • These games improve brand image for long-term users, making these users loyal fans.
  • 5.
    • Bud can provide them with more exciting virtual parties and more interesting interactions!
    • At Renren Party, an SNS game with over 2 million players, a Bud Brand Bar will be set up. The connection between the brand and bar/party will be built to raise brand awareness.
    • Meanwhile the Renren Like function will be added to the Bud Bar to encourage more users to pay attention to the public page of Bud, eventually leading to a large community of fans.
    Creativity & Execution- 计划的创意性
  • 6. Creativity & Execution- 计划的执行性 Character integration Scenario integration Task integration Product integration 4 kinds of integration of Bud into Renren Party + 1 like function Bud’s Fans page Instruction + solidification of fans
  • 7.
    • Step1 : Befriending all of the players
    • Bud Bar will appear on target users’ friends list
    • Bud will show up as a ‘ Party Friend ’ among target users in the game
    Creativity & Execution- 计划的执行性
  • 8.
    • Step2 Integrating Bud into the scenarios to improve Bud’s brand image
    • Bud will be integrated into different bar scenarios
    • Improving Bud’s image as a unique, high-tier brand
    Creativity & Execution- 计划的执行性
  • 9.
    • Step 3: Integrating Bud into in-game tasks to increase the interaction between Bud and game players
    • Easter Day special event: triggered by log-in
    Creativity & Execution- 计划的执行性
    • Directly integrate Bud products into the drinks list
  • 10.
    • Step4: Strengthen the fan community!
    • Fans can click the ‘Like’ button to become a fan of Bud’s public page
    • Fans will receive special props in the game
    Creativity & Execution- 计划的执行性
  • 11. Bud was integrated into Renren Party from January 27 th , 2011 to June 12 th , 2011. In just four months, the number of Bud’s public page fans reached 569,885 people, increasing by 466,843 people – that’s 3400 people per day on average! Result- 活动效果