Grolsch TVC Moke & Junkie XL

On the 31th of July Grolsch filmed their new TV commercial starring the band Moke and Junkie XLThe shoot took place on a rooftop in the centre of Amsterdam and was to be followed by a short performance of Moke and Junkie XLde-construct and Human Media were in the lead to generate the online buzz around the shootTo 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

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

A phasedapproachThe 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!”© Isobar Human Media/de-construct 2009

The Story was told in three phases, all to start a major buzz around the ‘mini gig’.

Phase 0 / The Planning...© Isobar Human Media/de-construct 2009

Phase 0 / The Planning...© Isobar Human Media/de-construct 2009

Phase 0 / The Planning...© Isobar Human Media/de-construct 2009

Phase 1 / Start a Rumour...© Isobar Human Media/de-construct 2009

Phase 1 / Start a Rumour...© Isobar Human Media/de-construct 2009

Phase 2 / Start the Tease...© Isobar Human Media/de-construct 2009

Phase 2 / Start the Tease...© Isobar Human Media/de-construct 2009

Several media took the bite...© Isobar Human Media/de-construct 2009

Several media took the bite...© Isobar Human Media/de-construct 2009

Junkie XL Press Release..© Isobar Human Media/de-construct 2009

Confirmed the rumours..© Isobar Human Media/de-construct 2009

Grolsch PressTease...© Isobar Human Media/de-construct 2009

Spread via Novum...© Isobar Human Media/de-construct 2009

Buzzon Google…© Isobar Human Media/de-construct 2009

BuzzonTwitter…© Isobar Human Media/de-construct 2009

Phase 3 / Revealing the location…© Isobar Human Media/de-construct 2009

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!© Isobar Human Media/de-construct 2009

Via Grolsch Press Release...© Isobar Human Media/de-construct 2009

Confirmed the place to be...© Isobar Human Media/de-construct 2009

added to the online buzz…© Isobar Human Media/de-construct 2009

The performance...© Isobar Human Media/de-construct 2009

Real time communication...© Isobar Human Media/de-construct 2009

Follow upCheck Grolsch.nl/Live for the latest Grolsch news!© Isobar Human Media/de-construct 2009

Follow up: Grolsch.nl/Live

CreditsThis campaign is created byDe-construct (Creatives)Human Media (Social Media)Special thanks toGrolschWeber Shandwick (PR)Ddb (TVC Shoot) StudentenTV(Film Footage)MokeJunkie XL

Social Media MarketingStef de Jongstef.de.jong@isobar.netwww.human-media.nl+31 (0) 6 51 55 40 63+31 (0) 20 509 14 45CreativeAgencyAstrid van Essenastrid.van.essen@de-construct.nlwww.de-construct.nl+31 (0) 6 22 52 22 82+31 (0) 20 530 69 10