Grolsch TVC Moke & Junkie XL<br />
<ul><li>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 Jun...
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...
A phasedapproach<br /><ul><li>The Story was told in three phases, all to start a major buzz around the ‘mini gig’.</li></u...
Phase 0 / The Planning...<br />© Isobar Human Media/de-construct 2009<br />
Phase 0 / The Planning...<br />© Isobar Human Media/de-construct 2009<br />
Phase 0 / The Planning...<br />© Isobar Human Media/de-construct 2009<br />
Phase 1 / Start a Rumour...<br />© Isobar Human Media/de-construct 2009<br />
Phase 1 / Start a Rumour...<br />© Isobar Human Media/de-construct 2009<br />
Phase 2 / Start the Tease...<br />© Isobar Human Media/de-construct 2009<br />
Phase 2 / Start the Tease...<br />© Isobar Human Media/de-construct 2009<br />
Several media took the bite...<br />© Isobar Human Media/de-construct 2009<br />
Several media took the bite...<br />© Isobar Human Media/de-construct 2009<br />
Junkie XL Press Release..<br />© Isobar Human Media/de-construct 2009<br />
Confirmed the rumours..<br />© Isobar Human Media/de-construct 2009<br />
Grolsch PressTease...<br />© Isobar Human Media/de-construct 2009<br />
Spread via Novum...<br />© Isobar Human Media/de-construct 2009<br />
Buzzon Google…<br />© Isobar Human Media/de-construct 2009<br />
BuzzonTwitter…<br />© Isobar Human Media/de-construct 2009<br />
Phase 3 / Revealing the location…<br />© Isobar Human Media/de-construct 2009<br />
Via sms, twitter and blogs...<br />GrolschHoi Stef, zorg dat je over 45 min. bij Moke & Junkie XL op de Raamstraat bent, h...
Via Grolsch Press Release...<br />© Isobar Human Media/de-construct 2009<br />
Confirmed the place to be...<br />© Isobar Human Media/de-construct 2009<br />
added to the online buzz…<br />© Isobar Human Media/de-construct 2009<br />
The performance...<br />© Isobar Human Media/de-construct 2009<br />
Real time communication...<br />© Isobar Human Media/de-construct 2009<br />
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Isobar Human Media - Social Media Case - Grolsch TVC - Rumour Around the B(r)and(s)

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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

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

  1. 1. Grolsch TVC Moke & Junkie XL<br />
  2. 2. <ul><li>On the 31th of July Grolsch filmed their new TV commercial starring the band Moke and Junkie XL
  3. 3. 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
  4. 4. de-construct and Human Media were in the lead to generate the online buzz around the shoot
  5. 5. To generate online buzz the uniqueness of the rooftop concert was used as the main seeding angle…
  6. 6. 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 </li></ul>Starting online buzz<br />© Isobar Human Media/de-construct 2009<br />
  7. 7. A phasedapproach<br /><ul><li>The Story was told in three phases, all to start a major buzz around the ‘mini gig’.</li></ul>1. Start a rumour; “I heard there’s a concert coming…”<br />2. Start the Tease (Moke Tweets); “We’re going to play with Junkie XL this week… stay tuned for more info”<br />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!”<br />© Isobar Human Media/de-construct 2009<br />
  8. 8. Phase 0 / The Planning...<br />© Isobar Human Media/de-construct 2009<br />
  9. 9. Phase 0 / The Planning...<br />© Isobar Human Media/de-construct 2009<br />
  10. 10. Phase 0 / The Planning...<br />© Isobar Human Media/de-construct 2009<br />
  11. 11. Phase 1 / Start a Rumour...<br />© Isobar Human Media/de-construct 2009<br />
  12. 12. Phase 1 / Start a Rumour...<br />© Isobar Human Media/de-construct 2009<br />
  13. 13. Phase 2 / Start the Tease...<br />© Isobar Human Media/de-construct 2009<br />
  14. 14. Phase 2 / Start the Tease...<br />© Isobar Human Media/de-construct 2009<br />
  15. 15. Several media took the bite...<br />© Isobar Human Media/de-construct 2009<br />
  16. 16. Several media took the bite...<br />© Isobar Human Media/de-construct 2009<br />
  17. 17. Junkie XL Press Release..<br />© Isobar Human Media/de-construct 2009<br />
  18. 18. Confirmed the rumours..<br />© Isobar Human Media/de-construct 2009<br />
  19. 19. Grolsch PressTease...<br />© Isobar Human Media/de-construct 2009<br />
  20. 20. Spread via Novum...<br />© Isobar Human Media/de-construct 2009<br />
  21. 21. Buzzon Google…<br />© Isobar Human Media/de-construct 2009<br />
  22. 22. BuzzonTwitter…<br />© Isobar Human Media/de-construct 2009<br />
  23. 23. Phase 3 / Revealing the location…<br />© Isobar Human Media/de-construct 2009<br />
  24. 24. Via sms, twitter and blogs...<br />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!<br />© Isobar Human Media/de-construct 2009<br />
  25. 25. Via Grolsch Press Release...<br />© Isobar Human Media/de-construct 2009<br />
  26. 26. Confirmed the place to be...<br />© Isobar Human Media/de-construct 2009<br />
  27. 27. added to the online buzz…<br />© Isobar Human Media/de-construct 2009<br />
  28. 28. The performance...<br />© Isobar Human Media/de-construct 2009<br />
  29. 29. Real time communication...<br />© Isobar Human Media/de-construct 2009<br />
  30. 30. Follow up<br />Check Grolsch.nl/Live for the latest Grolsch news!<br />© Isobar Human Media/de-construct 2009<br />
  31. 31. Follow up: Grolsch.nl/Live<br />
  32. 32. Credits<br />This campaign is created byDe-construct (Creatives)Human Media (Social Media)Special thanks toGrolsch<br />Weber Shandwick (PR)Ddb (TVC Shoot) StudentenTV(Film Footage)<br />Moke<br />Junkie XL<br />
  33. 33. Social Media Marketing<br />Stef de Jongstef.de.jong@isobar.net<br />www.human-media.nl<br />+31 (0) 6 51 55 40 63<br />+31 (0) 20 509 14 45<br />CreativeAgency<br />Astrid van Essenastrid.van.essen@de-construct.nl<br />www.de-construct.nl<br />+31 (0) 6 22 52 22 82<br />+31 (0) 20 530 69 10<br />

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