Mobile Carlsberg

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Mobile Carlsberg

  1. 1. The mobile campaign idea <br />Alex Moore <br />Carolina Torres<br />
  2. 2. What are Carsberg doing now?<br />
  3. 3. They have 2 iPhone apps at the moment<br />
  4. 4. One is called “CatNAV”<br />
  5. 5. Which allows you to write your own comedy routine<br />
  6. 6. And the other is called<br />“Probably the best night in”<br />
  7. 7. Which helps you sets up a brilliant night in with your mates<br />
  8. 8. So what do we want to do?<br />
  9. 9. Carlsberg is the a beer that encourages friends to get together and have fun<br />
  10. 10. and whether you’ve decided to start a secret career in comedy, <br />
  11. 11. or you’ve missed that romantic dinner with the missus to watch the game at your pal’s house<br />
  12. 12. You’re always going to need an excuse when you get home.<br />
  13. 13. Carlsberg don’t make excuses.<br />If we did, they would probably be the best excuses in the world.<br />
  14. 14. How will it work?<br />
  15. 15. We start with a social media campaign that asks people to submit weird and wonderful excuses<br />
  16. 16. The ‘What’s the craziest excuse you’ve ever used?’ campaign will provide us with huge database of user generated excuse.<br />
  17. 17. These excused are catalogued, tagged, and become the content for our Carlsberg app<br />“What Time Do <br />You Call This?!?”<br />
  18. 18. The app lets you choose from a series of contextual options (who, where, when)<br />
  19. 19. And then calculates from that information which excuses fit best with your situation<br />
  20. 20. Which you can then ‘share’ using appropriate social networks.<br />
  21. 21. How can we take it to market?<br />
  22. 22. Advertise the app on the bottles, cans and at point of sale with a QR code<br />
  23. 23. We send a text to Blyk customers asking <br />“Ever fallen asleep on the night bus?” <br />Replies receive a crate of Carlsberg and a link to download the app.<br />
  24. 24. Why will it work?<br />
  25. 25. Rise in use of social media on mobile with 18-55 year olds<br />(so we can be confident that the content will be engaging)<br />
  26. 26. Rise on use of iPhone apps<br />Effectiveness of SMS<br />Cheap to produce, interactive, entertaining, and sharable.<br />

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