Isobar Human Media - Social Media Case - Grolsch TVC - Rumour Around the B(r)and(s)

Grolsch TVC Moke & Junkie XL

On the 31th of July Grolsch filmed their new TV commercial starring the band Moke and Junkie XL
The shoot took place on a rooftop in the centre of Amsterdam and was to be followed by a short performance of Moke and Junkie XL
de-construct and Human Media were in the lead to generate the online buzz around the shoot
To generate online buzz the uniqueness of the rooftop concert was used as the main seeding angle…
One condition: actual location was only to be disclosed 45 minutes before the actual performance due to mass fan attention which could disturb the recordings of the TVC
Starting online buzz
© Isobar Human Media/de-construct 2009

A phasedapproach
The Story was told in three phases, all to start a major buzz around the ‘mini gig’.
1. Start a rumour; “I heard there’s a concert coming…”
2. Start the Tease (Moke Tweets); “We’re going to play with Junkie XL this week… stay tuned for more info”
3. Coming out – Finally telling time / location (Blogposts, Radio coverage, Tweets etc.);“We’re playing within 45 minutes at the Raamstraat 17 in A’dam!”

Phase 0 / The Planning...

Phase 1 / Start a Rumour...

Phase 2 / Start the Tease...

Several media took the bite...

Junkie XL Press Release..

Confirmed the rumours..

Grolsch PressTease...

Spread via Novum...

Buzzon Google…

BuzzonTwitter…

Phase 3 / Revealing the location…

Via sms, twitter and blogs...
GrolschHoi Stef, zorg dat je over 45 min. bij Moke & Junkie XL op de Raamstraat bent, hoek prinse/leidsegracht. Check regelmatig grolsch.nl/live voor nieuws!

Via Grolsch Press Release...

Confirmed the place to be...

added to the online buzz…

The performance...

Real time communication...

Follow up
Check Grolsch.nl/Live for the latest Grolsch news!

Follow up: Grolsch.nl/Live

Credits
This campaign is created byDe-construct (Creatives)Human Media (Social Media)Special thanks toGrolsch
Weber Shandwick (PR)Ddb (TVC Shoot) StudentenTV(Film Footage)
Moke
Junkie XL

Social Media Marketing
Stef de Jongstef.de.jong@isobar.net
www.human-media.nl
+31 (0) 6 51 55 40 63
+31 (0) 20 509 14 45
CreativeAgency
Astrid van Essenastrid.van.essen@de-construct.nl
www.de-construct.nl
+31 (0) 6 22 52 22 82
+31 (0) 20 530 69 10

http://www.marketingfacts.nl	379
http://www.human-media.nl	141
http://www.creatie.nl	39
http://bier.basluistert.nl	18
http://digi-tales.blogspot.com	18
http://www.slideshare.net	10
http://209.85.229.132	1
http://joostasch.tumblr.com	1
http://webcache.googleusercontent.com	1

Isobar Human Media - Social Media Case - Grolsch TVC - Rumour Around the B(r)and(s)

by Isobar on Aug 17, 2009

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Isobar Human Media - Social Media Case - Grolsch TVC - Rumour Around the B(r)and(s) — Presentation Transcript