Carling Black Label (UK) 2012 - 2013

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Carling Black Label (UK) 2012 - 2013

  1. 1. 2012 - 2013 CARLING BLACK LABEL (UK) – CAMPAIGN
  2. 2. 1 2 3 4 5 6 7 8 Concept / 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.
  3. 3. 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) 1 2 3 4 5 6 7 8
  4. 4. 1 2 3 4 5 6 7 8 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 -
  5. 5. KEY FEATURES – NEWSFEED 1 2 3 4 5 6 7 8 • Promotions • Football news • Upcoming events
  6. 6. KEY FEATURES WIN CARLING (GAME) 1 2 3 4 5 6 7 8 • 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!
  7. 7. KEY FEATURES REDEEM A VOUCHER 1 2 3 4 5 6 7 8 • Insert your code and get a promotional discount • Discount must be used before expiry date • Each discount can only account for one single product
  8. 8. KEY FEATURE - SETTINGS 1 2 3 4 5 6 7 8 • 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
  9. 9. KEY FEATURE LOCATOR 1 2 3 4 5 6 7 8
  10. 10. 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. 1 2 3 4 5 6 7 8
  11. 11. CBL CLUB APP - KPI 1 2 3 4 5 6 7 8
  12. 12. 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 1 2 3 4 5 6 7 8
  13. 13. 1 2 3 4 5 6 7 8 Concept / 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.)
  14. 14. 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 1 2 3 4 5 6 7 8
  15. 15. 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+ 1 2 3 4 5 6 7 8 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

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