Digital Marketing for
Garden Parties
Paul Condron, Marketing Director
C&C Group plc
• Based in Dublin, Ireland
• Turnover of €715m (2012)
• Manufactures, markets and distributes
alcoholic drin...
Tennent Caledonian
• Based at Wellpark Brewery, Glasgow.
• Brewing beer in Scotland since 1556
• Employs 300+ people in th...
Who would have thought....
• UK’s first draught beer brand.
• World’s largest exporter of beer in 1850’s
• Tennent’s: Scot...
Brands and Social Media
Source: Digital Buzz Blog, 2011
Brands and Facebook
Influencing consumer behaviour
Getting consumers active
Witty Title here
A few surprising numbers
T in the Park
• Scotland’s biggest music festival,
launched in Glasgow in 1994.
• 85,000 people per day
• 80+ acts
• 10 st...
T in the Park – Digital Overview
The backbone for communication and engagement of
T in the Park with Tennent’s fans
Before...
T in the Park – Digital Platform
• Facebook as primary digital platform :
– increases brand
sharing and advocacy
– provide...
Before the event …
• Celebrating the link between
Tennent’s and TITP
• Building visibility for the brand
• Engaging custom...
T in the Park – In store
• On-pack promotion
• Limited edition celebratory can
• Multi-pack cans with codes for a chance t...
T in the Park – In bar experience
• Taking TITP experience to pubs
• ‘Mini Main Stage’ toured Scotland’s
bars to give fans...
T in the Park - Ticket Competitions
• Epic Performances promotion
• Fans asked for their favourite TITP
performances from ...
From the archives …
Crank It Up – via Facebook, fans told
us the track that they like to play loud
and proud to get them i...
Tents – fans had to locate Hugh Tennent’s
Tent in the TITP campsite via an online
game to win a VIP camping experience at
...
During the event
• Enhancing and sharing the experience
• Developing exclusive content
• The coldest, freshest pints
• A p...
T Break
• Tennent’s has supported Scotland’s
grassroots music scene through T Break
since 1996
• The freshest unsigned Sco...
A Social Shared Experience
Be Chilled
• Chilled beer and cider, delivered directly
to the campsite every day.
• Campers pre-order & pay online for
co...
Engaging the audience
Crowd sourcing campaigns asked fans on
Facebook to tell us what they love about their
city and Scotl...
Engaging the audience:
For T20, we invited our Facebook fans to
contribute content for a T in the Park cup
design to featu...
After the event
• Continue the conversation
• Share content
• T Break downloads
Beyond T in the Park
Send us your selfTie to win a
Tennent's VIP day out with
friends, plus win an iPad mini
every week.
B...
Beyond T in the Park
Final Thoughts
• Obvious appeal in Social Media
• Be ready
• Build your strategy
• Expect the unexpected
Paul Condron - Tennents - Digital Marketing for Garden Parties- Working Digital 2013
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Paul Condron - Tennents - Digital Marketing for Garden Parties- Working Digital 2013

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Paul Condron - Tennents - Digital Marketing for Garden Parties- Working Digital 2013

  1. 1. Digital Marketing for Garden Parties Paul Condron, Marketing Director
  2. 2. C&C Group plc • Based in Dublin, Ireland • Turnover of €715m (2012) • Manufactures, markets and distributes alcoholic drinks – primarily cider & beer • Production in Ireland, the UK and the US • International reach into 42 countries • Purchased Tennent Caledonian Brewery in 2009 from AB InBev
  3. 3. Tennent Caledonian • Based at Wellpark Brewery, Glasgow. • Brewing beer in Scotland since 1556 • Employs 300+ people in the heart of the city • State of the art facility with capacity for brewing, kegging, bottling, canning, packaging, warehousing and distribution. • Home to Tennent’s Training Academy
  4. 4. Who would have thought.... • UK’s first draught beer brand. • World’s largest exporter of beer in 1850’s • Tennent’s: Scotland’s No.1 lager. • 2 in every 3 pints sold in Scottish On-Trade, and 11 times size of No.1 brand • Caledonia Best: Scotland’s No.2 ale brand. • 100% Scottish barley • 1,200,000 cans every day • 1,000,000 pints brewed every day • Over last 2 years, £18m of loan investment in Scottish On-Trade
  5. 5. Brands and Social Media Source: Digital Buzz Blog, 2011
  6. 6. Brands and Facebook
  7. 7. Influencing consumer behaviour
  8. 8. Getting consumers active Witty Title here
  9. 9. A few surprising numbers
  10. 10. T in the Park • Scotland’s biggest music festival, launched in Glasgow in 1994. • 85,000 people per day • 80+ acts • 10 stages • Celebrated it’s 20th year in 2013 • Scotland’s 5th largest town for 3 days every summer
  11. 11. T in the Park – Digital Overview The backbone for communication and engagement of T in the Park with Tennent’s fans Before: building excitement alongside press and in-store activity During: enhancing and sharing the experience After: sharing content from the event
  12. 12. T in the Park – Digital Platform • Facebook as primary digital platform : – increases brand sharing and advocacy – provides a richer experience particularly for content
  13. 13. Before the event … • Celebrating the link between Tennent’s and TITP • Building visibility for the brand • Engaging customers and consumers • Dominating display in-store to drive brand preference and product sales
  14. 14. T in the Park – In store • On-pack promotion • Limited edition celebratory can • Multi-pack cans with codes for a chance to win one of 20 pairs of VIP T in the Park tickets • Supported by in-store POS for increased brand visibility
  15. 15. T in the Park – In bar experience • Taking TITP experience to pubs • ‘Mini Main Stage’ toured Scotland’s bars to give fans a chance to play on the main stage at T in the Park! • Videos were posted on the Tennent’s Facebook page for fans to see, tag and share. • Building excitement early
  16. 16. T in the Park - Ticket Competitions • Epic Performances promotion • Fans asked for their favourite TITP performances from the last 20 years • Enter prize draw to win tickets
  17. 17. From the archives … Crank It Up – via Facebook, fans told us the track that they like to play loud and proud to get them in the mood for TITP. Mini speakers and event tickets were given away daily. The campaign was extended by a touring human jukebox and lead by a TV commercial
  18. 18. Tents – fans had to locate Hugh Tennent’s Tent in the TITP campsite via an online game to win a VIP camping experience at TITP. The campaign was also supported by a TV commercial feature Hugh Tennent looking for his tent at the festival From the archives …
  19. 19. During the event • Enhancing and sharing the experience • Developing exclusive content • The coldest, freshest pints • A platform for the best unsigned music talent in Scotland
  20. 20. T Break • Tennent’s has supported Scotland’s grassroots music scene through T Break since 1996 • The freshest unsigned Scottish talent get the opportunity to play on the T Break Stage at T in the Park • Online entry: 854 bands entered for T20 • Final 16 selected by a panel of top music industry judges • T Break site attracted 17,000+ visits in before the event in 2013
  21. 21. A Social Shared Experience
  22. 22. Be Chilled • Chilled beer and cider, delivered directly to the campsite every day. • Campers pre-order & pay online for collection at T in the Park • 34,640 visits to the Be Chilled site during 2013 order period
  23. 23. Engaging the audience Crowd sourcing campaigns asked fans on Facebook to tell us what they love about their city and Scotland. The result: Scottish city glasses created in 2011 for Glasgow, Edinburgh, Dundee, Stirling, Inverness and Aberdeen. Scotland to a T glasses launched on St Andrew’s Day 2012.
  24. 24. Engaging the audience: For T20, we invited our Facebook fans to contribute content for a T in the Park cup design to feature on all cups used at the event and extended to bar branding, signage, etc.
  25. 25. After the event • Continue the conversation • Share content • T Break downloads
  26. 26. Beyond T in the Park Send us your selfTie to win a Tennent's VIP day out with friends, plus win an iPad mini every week. Beer Gardening! Thirst Aid app for iOS and Android guides drinkers to pubs with beer gardens to quench their thirst.
  27. 27. Beyond T in the Park
  28. 28. Final Thoughts • Obvious appeal in Social Media • Be ready • Build your strategy • Expect the unexpected

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