Shiner

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Shiner campaign presented to McGarrah Jessee. Objective was to launch Shiner Bock in the tri-state area. Big idea was "New in town."

Published in: Entertainment & Humor, Travel
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  • Shiner

    1. 1. Off The WallCommunications
    2. 2. Off The WallCommunications
    3. 3. THE CHALLENGE Sentiment toward TX is primarily negative Low brand awareness
    4. 4. SWOT ANALYSIS Internal Strengths Premium product (Shiner Love) Weaknesses Great story (Spoetzl Brewery & humble beginnings) Tied to TX Microbrew (Non-Corporate) Small marketing budget Distinguished from others Limited staff Effortless charm New in town (Market entry) Community-centered (Relatable) Lack of brand awareness Small town pride Negative Texas pridePositive Opportunities Threats Small lends itself to premium Established beer preferences/Resistance to change Sense of community crosses all borders Local beats new-Local Discovering similarities (Tri-state & TX) Different flavor profile Making a lasting first impression (Unique stands out) TX gets out (Could affect brand image) Guerilla gets fun Tri-state doesn’t equal “the same” External
    5. 5. MARKETS
    6. 6. Hartford, CT
    7. 7. TARGET
    8. 8. On the prowl...
    9. 9. SECONDARY INSIGHTSBeing a good neighbor and appreciating communitydoesn’t require interpretationCurrent messages tout Texas Pride and Shiner Love“I just wanna belong” - Abe Maslow
    10. 10. Getting them to talk... “I like beer.” “But why?” “Cause it’s good.” “But why is it good?”
    11. 11. PRIMARY INSIGHTSOpinions of Texas carry a lot of negativityFor a story to be remembered, it has to be relevantTri-state pride and sense of communityThe fact that the Tri-state area and Texas sharesimilarities is in fact, a fact Low-key, laid back, music-loving drinkers that value local products
    12. 12. PRIMARY INSIGHTSOpinions of Texas carry a lot of negativityFor a story to be remembered, it has to be relevantTri-state pride and sense of communityThe fact that the Tri-state area and Texas sharesimilarities is in fact, a fact Low-key, laid back, music-loving drinkers that value local products
    13. 13. New in town.
    14. 14. “NEW IN TOWN” BILLBOARD
    15. 15. “NEW IN TOWN” BILLBOARD
    16. 16. “NEW IN TOWN” BILLBOARD Glow in the dark Generate word-of- mouth City-specific URL
    17. 17. “NEW IN TOWN” BILLBOARD Glow in the dark Generate word-of- mouth City-specific URL
    18. 18. MEASUREMENT
    19. 19. MEASUREMENT
    20. 20. MEASUREMENT
    21. 21. MEASUREMENT Number of billboard impressions Google Analytics
    22. 22. Howdy, y’all.
    23. 23. Howdy, y’all.... I mean... How you doin’
    24. 24. “FREE TASTE TEST” MURAL
    25. 25. “FREE TASTE TEST” MURAL
    26. 26. “FREE TASTE TEST” MURAL Unique URL for each city Drive traffic to Shiner site Kodak moment
    27. 27. MEASUREMENT
    28. 28. MEASUREMENT Google Analytics
    29. 29. Striking a chordwith the community.
    30. 30. NEW IN TOWN MUSIC SERIES
    31. 31. NEW IN TOWN MUSIC SERIES
    32. 32. NEW IN TOWN MUSIC SERIES Held every weekend during first month of Shiner launch in popular parks Free admission to listen to local talent Different-colored wristbands distributed at entrance
    33. 33. MEASUREMENT
    34. 34. MEASUREMENT Headcount of attendees Quantity of Shiner sold during the event
    35. 35. Settling in...
    36. 36. HOUSEWARMING PARTIES
    37. 37. HOUSEWARMING PARTIES
    38. 38. HOUSEWARMING PARTIES Housewarming parties every weekend during first month of Shiner launch Surprise! to bar-goers Encourage product trial and awareness
    39. 39. HOUSEWARMING PARTIES
    40. 40. HOUSEWARMING PARTIES
    41. 41. HOUSEWARMING PARTIES Shiner-branded credit card bottle openers
    42. 42. HOUSEWARMING PARTIES
    43. 43. HOUSEWARMING PARTIES
    44. 44. HOUSEWARMING PARTIES Shiner napkins with Shiner Libs Allows for brand engagement Fun with friends Hand over for a free Shiner sample
    45. 45. MEASUREMENT
    46. 46. MEASUREMENT Number of bottle openers distributed Number of Shiner napkins collected E-mail contact list for the Tri-state market
    47. 47. SHINE ON.

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