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Timisoreana - Make it funky, make it fun! by Marius Deak @ All Things Facebook
 

Timisoreana - Make it funky, make it fun! by Marius Deak @ All Things Facebook

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    Timisoreana - Make it funky, make it fun! by Marius Deak @ All Things Facebook Timisoreana - Make it funky, make it fun! by Marius Deak @ All Things Facebook Presentation Transcript

    • rezultatele contează Hello :) Marius Deak 19 years experience in online marketing Founder,Strategy Director GREEN PIXEL www.greenpixel.ro
    • rezultatele contează
    • rezultatele contează Make it funky, make it fun. COLINDATORII (Carolers) campaign for Timisoreana (Ursus Breweries) December 2012
    • rezultatele contează Timisoreana is… 1. The largest beer brand in Romania 2. The oldest beer factory, closing in to 300 years old 3. A mainstream brand with a lot of tradition 4. Driven by tradition, passion and the the joy of things well-done 5. Currently talking to an audience of 300k facebook fans 6. Consistently pursuing the romanian spirit and tradition across all its communication
    • rezultatele contează Last christmas…  Most brands were communicating promotions  Timisoreana wanted to make a stand  Highlight the spirit of traditional christmas carols in Romania  keep true to the brand essence.  In short, the brief was: let’s do something fun and nice for the people to enjoy with their friends and families, in the Timisoreana spirit.
    • rezultatele contează Strategy  The campaign was developed around the reinterpretation of specific regional carol traditions, the TIMISOREANA brand being placed in a specific context: traditions, joy, carols   We’ve used four really well known and appreciated romanian stand-up comediants, that interpreted four stereotypical characters:  Cosmin Nedelcu – bucharest region  Cătăin Bordea – moldavia region  Dan Badea – olt region  Sorin Pârcălab – ardeal region  So there was conflict
    • rezultatele contează The Carolers
    • rezultatele contează The Carolers
    • rezultatele contează The Carolers
    • rezultatele contează The Carolers
    • rezultatele contează The result was…
    • rezultatele contează 10 days campaign:  In-App videos:  Episode 1: - viral video (Conflict)  Episode 2: - Real-time augmented videos  Moldova: http://www.youtube.com/watch?v=gxQ-07Jbtpk  Oltenia: http://www.youtube.com/watch?v=cIwQMKaHKAs  Bucuresti: http://www.youtube.com/watch?v=fTOWgIMGu6k  Ardeal: http://www.youtube.com/watch?v=HQ2WRpnIJNE  Episode 3: - bonus video (Resolution)  Facebook application  Select a caroler  View carol  Personalize the carol  Send to friends  Post on wall
    • rezultatele contează
    • rezultatele contează
    • rezultatele contează x100,000 such posts
    • rezultatele contează And the results sheet…  „The Carolers” campaign delivered much above expectations and objectives, in a very short period of time, overpassing the initial objectives while keeping true to the Brand’s essence:  Over 30% engagement rate  50,000+ users  17600 new fans  Over 2.000.000 users reached by the campaign  Over 97.000 video charols sent by its users  Over 6.500 user invites to their friends to use the application  Over 300,000 views of videos accross all assets.  Initial youtube video launch went viral, with more than 3000 views in the first day.
    • rezultatele contează Insights  Original content matters  Humor went quickly viral  People memorized various lines and used them in social media  Conflict was a good firestarter for the campaign  People love stereotypes  No need to worship the brand, just keep at platform level  Augmented videos and personalization made people part of the story  Brand fit onto people’s mindsets in Xmas context
    • rezultatele contează Thank you! Questions ? Marius Deak Founder, Strategy Director GREEN PIXEL marius.deak@greenpixel.ro http://about.me/marius.deak