The document outlines a marketing campaign for a beer brand called Alivariya. The goal was to promote the brand's win at an international competition to 18-29 year olds through a non-traditional online activity. The solution involved creating a microsite featuring a fictional Belgian beer taster named Fabian who had lost his memory and could not remember what he drank at the competition. Users could help him remember by having him "drink" different liquids and give reactions. The campaign exceeded key performance indicators without any paid media, receiving high engagement and positive feedback on forums and social media. This success convinced the client of the effectiveness of non-traditional interactive marketing.

1. Help Fabian remember what he drank

2. Objectives
The marketing goal:
To evaluate on a small project the
potential of a non-standard activitiy in the
Internet for brand image promotion
The problem of communication:
To deliver emotionally an ordinary
message about brand’s next win at an
international competition to an important
part of the audience (18-29 years), that
draws less attention to TV campaigns

3. The solition
Micro-site www.4topil.by with a game about Fabian - invented Belgian taster who once
tried a very tasty drink during an international competition. Unfortunately he accidentally
lost his memory and can not remember what he drank

4. The solition
You can help him remember it suggesting to drink different liquids

5. Description
Fabian drinks, give funny reactions and proposes tips that
gradually lead to the right answer "Alivariya beer"

6. Description
Fabian has over hundred different video reactions to all sorts of
drinks so users continue playing with him, even after having
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7. Hidden tricks
For additional WOM we made some hiidden tricks on a website, for example by
clicking to special place you can destroy the wall and see that Fabian warms his feet
10 clicks Бобров
Растворитель Уволить

8. Sharing
One may to share the website via e-mail to a friend or by using social
networks plugins

9. Interner PR
Special article was prepared for online media: a world overview of alcohol consumption.
Belarusians who drink practically everything, were compared with a taster Fabian, who lives on
site 4topil.by
The article got 60 free census

10. Forum&blogs promotion
Recommendational links to 4topil.by appeared on entertainment and male Belarusian forums
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11. Forum&blogs promotion
Recommendational links to 4topil.by appeared on entertainment and male Belarusian forums
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12. Promotion in social media
Fabian Shmeker lives actively vKontakte and on a Facebook
He shares his impressions of various beverages, shows his native city of Bruges, organizes
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mini-quizes like "Guess how I lost my memory"
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13. Promotion in social media
He got so many friends in Minsk, that even came to visit us on his birthday
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14. Results
Since the launch of the project, it was ahead of scheduled KPIs WITHOUT ANY PAID MEDIA:
• The aim was to get10,000 unique visits a page with videos, but the project is gaining about
1000 visits from Belarus in the day (Google analytics)
• The average time spent per page with interactive video is more than 8 minutes
(Google analytics)
• Monitoring of of forum and social networks feedback shows that about 80% speak positively
about the project or the brand very positively, and only 2% very negatively
•A large number of positive feedback and a formal project's success persuaded our client in
the effectiveness of non-standard interactive tools. It has already resulted in a large-scale
image project in the Internet with the agency

15. The budget
Total budget $8700
Budget distribution:
• Creative 27%
• Production 52%
• Guerilla promotion via hidden agents 21%

16. Thanks!