Samuel Adams Boston Lager is launching in the UK and sponsoring the Olympics at a low sponsorship tier, with a $400k budget focused on partnerships. The brand wants to target "Mainstream Explorers" - those interested in craft beer for its coolness rather than passion for craft. The proposed campaign is to "Go a bit OTT for Team GB" by bringing American excitement to British drinkers through partnerships, social media, and activations encouraging unabashed support for the Olympics and British athletes.
Samuel Adams wants to raise its profile during the Olympics with a $400,000 budget, but the consultant recommends waiting. The Olympics will be crowded with sponsorships trying various approaches, and Samuel Adams' small size and budget mean it will be difficult to differentiate itself and create a memorable sponsorship. Regular people rarely recall sponsorships afterwards, and Samuel Adams' focus on product quality rather than marketing makes direct Olympic sponsorship a poor fit. It's better to identify a less crowded event that better matches Samuel Adams' customer beliefs.
Elaine Gillespie proposes a campaign for Samuel Adams to capitalize on the 2016 Olympics in the UK. She identifies three types of craft beer drinkers - enthusiasts, explorers, and loyalists - who seek variety but also a reliable option. Her insight is that craft beer can feel risky without a "go-to" choice. The campaign frames Samuel Adams as the large craft brewer committed to supporting smaller brewers. It launches a "Craft Beer Olympics" encouraging home brewing and celebrates lesser-known sports. Activation includes sponsorship of the Olympics launch party, a branded 6-pack with sample beers, a bus tour competition, and content through partners Buzzfeed and influencers. The goal is to position Samuel Adams as
This document outlines a sponsorship activation plan for Samuel Adams during the Olympics in the UK. It proposes creating a character named "Sam Adams", an arrogant American tourist, who will fuel brand fame by criticizing British culture and cheering for US teams. A sampling idea ties free beer giveaways to US wins over UK teams. Vice UK is proposed as the media partner to create webisodes and articles bringing the character to life on social media. The goal is to make Sam initially annoying but eventually loveable as an outsider accepting of UK culture and high quality beer.
Samuel Adams aims to launch in the UK during the Rio Olympics by positioning itself as the craft beer of choice. The challenge is to build awareness and consideration through meaningful engagement. The strategy involves finding Twitter users discussing their dreams and awarding prizes to engage consumers around shared values of aspiring and succeeding. A multi-channel campaign leverages print, digital, social and experiential activations to reach the target 18-34 male audience, driving awareness through competitions and engaging native videos featuring influencers.
This document proposes a marketing strategy for Sam Adams beer during the Olympics. It recommends targeted digital out of home advertising to different ethnic groups based on their locations in the UK. It also suggests partnering with Pearl & Dean to be the sole beer provider at their outdoor screening events of the Olympics. Finally, it proposes syncing mobile ads to TV broadcasts of the Olympics to capitalize on second screening behavior. The strategy aims to promote Sam Adams in a personalized way where its message will resonate most, without competing directly with larger beer brands' sports marketing budgets.
The document proposes that H&M launch a line of basketball sneakers to reinvigorate the brand and increase sales in the US. It recommends partnering with designer Alexander Wang to create the $50 sneaker line made of organic cotton. The target audience is fashion-savvy 18-24 year olds who look to basketball players as trendsetters. To promote the line, H&M will use a dedicated website, online film with basketball players, pop-up shops, a runway show in stores livestreamed on YouTube, and influencer marketing. The goals are to sell 1 million pairs of sneakers and increase clothing sales by 20% through renewed brand awareness and word-of-mouth promotion.
This document discusses strategies for promoting beer brands through on-trade, off-trade, and digital channels using an "Anti-Common" theme. It proposes activating bars and clubs with sampling events to spread brand awareness and challenge consumer habits. Self-activation challenges would encourage consumers to sell bottles and earn rewards. Off-trade placement would highlight the brands in stores. Digital efforts would build an Anti-Common fan community online through mobile apps, websites, and social media to further the movement. The long-term goal is to position the brands as part of consumers' regular repertoire through unconventional experiences.
The document examines representations of masculinity in media from the 1930s to present day. It provides examples of iconic images from advertising in different decades that promoted idealized versions of manhood, often emphasizing strength, independence, and heterosexuality. More recently, representations have become more complex and varied, incorporating vulnerability and highlighting the socially constructed nature of gender roles. The document also discusses the potential influence of unrealistic media images on men's self-esteem and body image.
Samuel Adams wants to raise its profile during the Olympics with a $400,000 budget, but the consultant recommends waiting. The Olympics will be crowded with sponsorships trying various approaches, and Samuel Adams' small size and budget mean it will be difficult to differentiate itself and create a memorable sponsorship. Regular people rarely recall sponsorships afterwards, and Samuel Adams' focus on product quality rather than marketing makes direct Olympic sponsorship a poor fit. It's better to identify a less crowded event that better matches Samuel Adams' customer beliefs.
Elaine Gillespie proposes a campaign for Samuel Adams to capitalize on the 2016 Olympics in the UK. She identifies three types of craft beer drinkers - enthusiasts, explorers, and loyalists - who seek variety but also a reliable option. Her insight is that craft beer can feel risky without a "go-to" choice. The campaign frames Samuel Adams as the large craft brewer committed to supporting smaller brewers. It launches a "Craft Beer Olympics" encouraging home brewing and celebrates lesser-known sports. Activation includes sponsorship of the Olympics launch party, a branded 6-pack with sample beers, a bus tour competition, and content through partners Buzzfeed and influencers. The goal is to position Samuel Adams as
This document outlines a sponsorship activation plan for Samuel Adams during the Olympics in the UK. It proposes creating a character named "Sam Adams", an arrogant American tourist, who will fuel brand fame by criticizing British culture and cheering for US teams. A sampling idea ties free beer giveaways to US wins over UK teams. Vice UK is proposed as the media partner to create webisodes and articles bringing the character to life on social media. The goal is to make Sam initially annoying but eventually loveable as an outsider accepting of UK culture and high quality beer.
Samuel Adams aims to launch in the UK during the Rio Olympics by positioning itself as the craft beer of choice. The challenge is to build awareness and consideration through meaningful engagement. The strategy involves finding Twitter users discussing their dreams and awarding prizes to engage consumers around shared values of aspiring and succeeding. A multi-channel campaign leverages print, digital, social and experiential activations to reach the target 18-34 male audience, driving awareness through competitions and engaging native videos featuring influencers.
This document proposes a marketing strategy for Sam Adams beer during the Olympics. It recommends targeted digital out of home advertising to different ethnic groups based on their locations in the UK. It also suggests partnering with Pearl & Dean to be the sole beer provider at their outdoor screening events of the Olympics. Finally, it proposes syncing mobile ads to TV broadcasts of the Olympics to capitalize on second screening behavior. The strategy aims to promote Sam Adams in a personalized way where its message will resonate most, without competing directly with larger beer brands' sports marketing budgets.
The document proposes that H&M launch a line of basketball sneakers to reinvigorate the brand and increase sales in the US. It recommends partnering with designer Alexander Wang to create the $50 sneaker line made of organic cotton. The target audience is fashion-savvy 18-24 year olds who look to basketball players as trendsetters. To promote the line, H&M will use a dedicated website, online film with basketball players, pop-up shops, a runway show in stores livestreamed on YouTube, and influencer marketing. The goals are to sell 1 million pairs of sneakers and increase clothing sales by 20% through renewed brand awareness and word-of-mouth promotion.
This document discusses strategies for promoting beer brands through on-trade, off-trade, and digital channels using an "Anti-Common" theme. It proposes activating bars and clubs with sampling events to spread brand awareness and challenge consumer habits. Self-activation challenges would encourage consumers to sell bottles and earn rewards. Off-trade placement would highlight the brands in stores. Digital efforts would build an Anti-Common fan community online through mobile apps, websites, and social media to further the movement. The long-term goal is to position the brands as part of consumers' regular repertoire through unconventional experiences.
The document examines representations of masculinity in media from the 1930s to present day. It provides examples of iconic images from advertising in different decades that promoted idealized versions of manhood, often emphasizing strength, independence, and heterosexuality. More recently, representations have become more complex and varied, incorporating vulnerability and highlighting the socially constructed nature of gender roles. The document also discusses the potential influence of unrealistic media images on men's self-esteem and body image.
The document proposes a plan to rebrand Brut cologne to target young men interested in extreme sports by positioning Brut as "the scent of adrenaline." The plan involves redesigning packaging, sponsoring extreme athletes and events, producing viral video content, and sampling at locations like skate camps to associate Brut with an active lifestyle. Sample promotions include bonus packs, contests, displays, and sponsorship of athletes to build brand awareness among the target demographic.
This article discusses the relationship between sports and beer, noting that beer is commonly consumed when viewing sports like football, basketball, and soccer. It outlines how the beverage industry capitalizes on this through large marketing budgets and sponsorships with teams or leagues. Major beer brands sponsor various soccer tournaments, including the UEFA Champions League and FIFA World Cup, which has been sponsored by the same big beer conglomerate since 1986.
Clash magazine is a fashion and music magazine published 12 times a year with a circulation of around 40,000 copies. It targets 18-35 year olds and features both modern bands and classic artists. The magazine can be purchased in stores for £3.80 per issue or viewed online for less. It develops its online presence through newsletters, videos, music streaming, and event ticket sales.
Clash magazine is a fashion and music magazine published 12 times a year with a circulation of around 40,000 copies. It targets 18-35 year olds and features both modern bands and classic artists. The magazine can be purchased in stores for £3.80 per issue or viewed online for less. It develops its online presence through newsletters, videos, music streaming, and event ticket sales.
A 6 Pack for Event Marketers: Lessons from the Craft Beer IndustryRJ Coleman
For event marketers strategizing on the next trade show, sales meeting, or other event there are lessons to be learned from the highly successful craft beer industry.
This document discusses repositioning the Brut cologne brand in response to changes in the cologne market and target audiences. It analyzes competitors like Axe and Old Spice who target younger audiences. To compete, Brut will be repositioned to emphasize confidence rather than sexual satisfaction. While maintaining its identity, Brut will target a wider range of males from teenagers to those in their 40s-60s to remain loyal customers as tastes have changed. The goal is to revitalize Brut's image and increase its market share.
H&M aims to sell 1 million pairs of sneakers to become a credible shoe retailer like it is for clothes. It will launch a basic sneaker in many colors, as well as limited edition collaborations, to get guys to experiment with sneakers without compromising their self-image. An interactive campaign nudging people to new places will build excitement for the launch. The strategy establishes H&M as the source for sneaker basics while making shoes a central part of its retail experience.
This document summarizes the hypothesis that some craft breweries unintentionally limit their potential customer base through overly aggressive and pretentious marketing that portrays drinking their beers as only for a select group of people. It suggests that a more welcoming marketing approach could appeal to a wider range of customers beyond those thick-skinned enough to understand the irony in slogans that imply most people are unworthy of their beers.
The author suggests two better options for H&M - expanding popular designer collaborations regularly or making sustainability initiatives like conscious collections their main focus, playing to their strengths over sports brands. [
This document provides information about various jobs related to sports media, including average wages. It lists jobs like stunt performer, computer games tester, social media manager, and sports journalist. For sports broadcasting jobs specifically, it gives the typical career path, which involves obtaining a bachelor's degree, completing an internship, and gaining experience over time. Wages for sports broadcasters are broken down by level of experience, from starting to top end salaries. Key roles in sports broadcasting like presenters, commentators, and producers are also outlined.
The documents plan an advergame called "Bru Battle" where players control characters that hit an Irn Bru can back and forth like a game of pong, with the winner seeing an animation of drinking the can. The documents outline characters, assets, sound effects, layout, and the game's purpose to advertise Irn Bru for an audience aged 5-18 through an entertaining arcade-style game with no legal or ethical issues.
Create your own custom T-Shirts, Choose from more than 10000 free t-shirt designs, for your favorite Superheroes and Movies t-shirts, Animal, Cartoon, and other Sports shirts.Get fast shipping and good prices.
Custom T-Shirts, T-Shirts Design, T-Shirts Printing, Superheroes T-Shirts, Movies T-Shirts, Animal T-Shirts, Cartoon T-Shirts, Sports shirts.
H&M is considered a "cool" brand by younger consumers but lacks differentiation from competitors. Research found consumers want globally trendy clothes at local stores but some trends don't translate locally. To differentiate, H&M should show it understands local trends in each market. The proposed strategy is to have local designers create basketball shoes for each city to communicate H&M brings global and local cool fashion. This will make H&M stand out from retailers only offering generalized trends.
The document outlines a marketing plan for an Urban Outfitters store in Delray Beach, Florida. The plan includes holding several special in-store events throughout the year like a Spring Break beach event, Summer kick-off sale, and Fall fashion show. It also details advertising through local newspapers, radio contests, and creating an Instagram page. The objectives are to increase sales by 10%, expand the customer base, strengthen customer loyalty and communication, and increase employee productivity. Responsibilities for the events are assigned and a budget of $17,068 is proposed.
The document proposes a strategy for an H&M product line that bridges street style, fashion, and sports performance for 18-24 year olds. It suggests the concept "Be Baller" to inspire self-expression and confidence. Three routes are outlined to bring the concept to life: 1) online/TV videos comparing basketball and fashion, 2) a surprise catwalk during a basketball game break, and 3) an interactive mobile/web app allowing users to create animated GIFs or photos of themselves. Key questions are also posed to the client about product details, target markets, and performance indicators.
The document summarizes the target audiences, advertising strategies, and magazine placements for two proposed men's fragrances. Fragrance 1 targets active 18-45 year olds and would be advertised on TV and billboards near water sports locations. It would be featured in magazines like "Rapid" read by water sports enthusiasts. Fragrance 2 targets wealthier 25-50 year olds and aims for a sophisticated tone. Ads would run on buses, shops, and wedding magazines. GQ magazine is identified as a good fit due to its upper-class readership.
The document discusses launching a new line of basketball shoes by H&M to change perceptions of the brand. It outlines phases for the launch: 1) releasing 1 million uniquely numbered, affordable, recyclable shoes to demonstrate originality and sustainability; 2) encouraging customers to return worn shoes for recycling and offering rewards; 3) adding a game where customers can find matching shoe numbers around the world to earn exclusive shoes. The strategy is to proudly showcase the H&M brand, make the mass-produced shoes feel unique, and make sustainability a core part of the idea in an engaging way.
OPI is launching an integrated marketing campaign to increase brand awareness and market share of its nail lacquer products. The campaign will target three key consumer segments: Significant Singles (women ages 35-65), Flourishing Families (married women ages 30-40 with children), and Suburban Style (fashion-forward women ages 30-40). The campaign will utilize magazine advertisements, online banner ads, billboards, television commercials, and in-salon promotions with a total budget of $35 million. The goal is to increase desire for the OPI brand by 50% and achieve a 20% market share among nail polish consumers.
Tapped In is a proposed magazine focused on beer and beer culture being created by Loyola University Maryland students. The prospectus outlines the magazine's mission to appeal to both casual and serious beer drinkers, and provides details on planned sections, staff, competitors, marketing strategy, and financial projections. The magazine aims to highlight different cities and their local breweries each month while connecting beer to music, film, food and other aspects of culture.
This is the award winning ad campaign for Asahi Beer, created in 2008 by a group of Chapman University students. Our team, Output Advertising, won the Chapman University Advertising Campaign of the Year award in 2009 for this strategic campaign.
The document proposes a plan to rebrand Brut cologne to target young men interested in extreme sports by positioning Brut as "the scent of adrenaline." The plan involves redesigning packaging, sponsoring extreme athletes and events, producing viral video content, and sampling at locations like skate camps to associate Brut with an active lifestyle. Sample promotions include bonus packs, contests, displays, and sponsorship of athletes to build brand awareness among the target demographic.
This article discusses the relationship between sports and beer, noting that beer is commonly consumed when viewing sports like football, basketball, and soccer. It outlines how the beverage industry capitalizes on this through large marketing budgets and sponsorships with teams or leagues. Major beer brands sponsor various soccer tournaments, including the UEFA Champions League and FIFA World Cup, which has been sponsored by the same big beer conglomerate since 1986.
Clash magazine is a fashion and music magazine published 12 times a year with a circulation of around 40,000 copies. It targets 18-35 year olds and features both modern bands and classic artists. The magazine can be purchased in stores for £3.80 per issue or viewed online for less. It develops its online presence through newsletters, videos, music streaming, and event ticket sales.
Clash magazine is a fashion and music magazine published 12 times a year with a circulation of around 40,000 copies. It targets 18-35 year olds and features both modern bands and classic artists. The magazine can be purchased in stores for £3.80 per issue or viewed online for less. It develops its online presence through newsletters, videos, music streaming, and event ticket sales.
A 6 Pack for Event Marketers: Lessons from the Craft Beer IndustryRJ Coleman
For event marketers strategizing on the next trade show, sales meeting, or other event there are lessons to be learned from the highly successful craft beer industry.
This document discusses repositioning the Brut cologne brand in response to changes in the cologne market and target audiences. It analyzes competitors like Axe and Old Spice who target younger audiences. To compete, Brut will be repositioned to emphasize confidence rather than sexual satisfaction. While maintaining its identity, Brut will target a wider range of males from teenagers to those in their 40s-60s to remain loyal customers as tastes have changed. The goal is to revitalize Brut's image and increase its market share.
H&M aims to sell 1 million pairs of sneakers to become a credible shoe retailer like it is for clothes. It will launch a basic sneaker in many colors, as well as limited edition collaborations, to get guys to experiment with sneakers without compromising their self-image. An interactive campaign nudging people to new places will build excitement for the launch. The strategy establishes H&M as the source for sneaker basics while making shoes a central part of its retail experience.
This document summarizes the hypothesis that some craft breweries unintentionally limit their potential customer base through overly aggressive and pretentious marketing that portrays drinking their beers as only for a select group of people. It suggests that a more welcoming marketing approach could appeal to a wider range of customers beyond those thick-skinned enough to understand the irony in slogans that imply most people are unworthy of their beers.
The author suggests two better options for H&M - expanding popular designer collaborations regularly or making sustainability initiatives like conscious collections their main focus, playing to their strengths over sports brands. [
This document provides information about various jobs related to sports media, including average wages. It lists jobs like stunt performer, computer games tester, social media manager, and sports journalist. For sports broadcasting jobs specifically, it gives the typical career path, which involves obtaining a bachelor's degree, completing an internship, and gaining experience over time. Wages for sports broadcasters are broken down by level of experience, from starting to top end salaries. Key roles in sports broadcasting like presenters, commentators, and producers are also outlined.
The documents plan an advergame called "Bru Battle" where players control characters that hit an Irn Bru can back and forth like a game of pong, with the winner seeing an animation of drinking the can. The documents outline characters, assets, sound effects, layout, and the game's purpose to advertise Irn Bru for an audience aged 5-18 through an entertaining arcade-style game with no legal or ethical issues.
Create your own custom T-Shirts, Choose from more than 10000 free t-shirt designs, for your favorite Superheroes and Movies t-shirts, Animal, Cartoon, and other Sports shirts.Get fast shipping and good prices.
Custom T-Shirts, T-Shirts Design, T-Shirts Printing, Superheroes T-Shirts, Movies T-Shirts, Animal T-Shirts, Cartoon T-Shirts, Sports shirts.
H&M is considered a "cool" brand by younger consumers but lacks differentiation from competitors. Research found consumers want globally trendy clothes at local stores but some trends don't translate locally. To differentiate, H&M should show it understands local trends in each market. The proposed strategy is to have local designers create basketball shoes for each city to communicate H&M brings global and local cool fashion. This will make H&M stand out from retailers only offering generalized trends.
The document outlines a marketing plan for an Urban Outfitters store in Delray Beach, Florida. The plan includes holding several special in-store events throughout the year like a Spring Break beach event, Summer kick-off sale, and Fall fashion show. It also details advertising through local newspapers, radio contests, and creating an Instagram page. The objectives are to increase sales by 10%, expand the customer base, strengthen customer loyalty and communication, and increase employee productivity. Responsibilities for the events are assigned and a budget of $17,068 is proposed.
The document proposes a strategy for an H&M product line that bridges street style, fashion, and sports performance for 18-24 year olds. It suggests the concept "Be Baller" to inspire self-expression and confidence. Three routes are outlined to bring the concept to life: 1) online/TV videos comparing basketball and fashion, 2) a surprise catwalk during a basketball game break, and 3) an interactive mobile/web app allowing users to create animated GIFs or photos of themselves. Key questions are also posed to the client about product details, target markets, and performance indicators.
The document summarizes the target audiences, advertising strategies, and magazine placements for two proposed men's fragrances. Fragrance 1 targets active 18-45 year olds and would be advertised on TV and billboards near water sports locations. It would be featured in magazines like "Rapid" read by water sports enthusiasts. Fragrance 2 targets wealthier 25-50 year olds and aims for a sophisticated tone. Ads would run on buses, shops, and wedding magazines. GQ magazine is identified as a good fit due to its upper-class readership.
The document discusses launching a new line of basketball shoes by H&M to change perceptions of the brand. It outlines phases for the launch: 1) releasing 1 million uniquely numbered, affordable, recyclable shoes to demonstrate originality and sustainability; 2) encouraging customers to return worn shoes for recycling and offering rewards; 3) adding a game where customers can find matching shoe numbers around the world to earn exclusive shoes. The strategy is to proudly showcase the H&M brand, make the mass-produced shoes feel unique, and make sustainability a core part of the idea in an engaging way.
OPI is launching an integrated marketing campaign to increase brand awareness and market share of its nail lacquer products. The campaign will target three key consumer segments: Significant Singles (women ages 35-65), Flourishing Families (married women ages 30-40 with children), and Suburban Style (fashion-forward women ages 30-40). The campaign will utilize magazine advertisements, online banner ads, billboards, television commercials, and in-salon promotions with a total budget of $35 million. The goal is to increase desire for the OPI brand by 50% and achieve a 20% market share among nail polish consumers.
Tapped In is a proposed magazine focused on beer and beer culture being created by Loyola University Maryland students. The prospectus outlines the magazine's mission to appeal to both casual and serious beer drinkers, and provides details on planned sections, staff, competitors, marketing strategy, and financial projections. The magazine aims to highlight different cities and their local breweries each month while connecting beer to music, film, food and other aspects of culture.
This is the award winning ad campaign for Asahi Beer, created in 2008 by a group of Chapman University students. Our team, Output Advertising, won the Chapman University Advertising Campaign of the Year award in 2009 for this strategic campaign.
The document discusses how branding is evolving in the modern attention economy. It notes that the average human attention span has decreased from 12 seconds in 2000 to 8 seconds in 2013, about the same as a goldfish. It suggests that brands must go small and hyper-focused or risk losing relevance as people distrust large brands and advertising. The document advocates for brands to shift their focus from products to experiences and transformation through sensory-driven interactions across multiple platforms to engage people in the digital age.
Snapple's brand identity and popularity had diminished over the years due to inconsistent branding messages, a cluttered label design, and lack of advertising presence. While consumers still enjoyed Snapple's flavors and bottle design, the brand was no longer top of mind. The document outlines a campaign to reintroduce Snapple by refreshing consumers' minds with a cohesive brand identity and refreshing their mouths with the flavors, in order to make Snapple a memorable brand again.
Snapple's brand identity and messaging became scattered over the years, confusing consumers about what Snapple stands for. While consumers still love Snapple's flavors and Real Facts, they rarely think of Snapple when choosing a drink. The document outlines research conducted on Snapple drinkers, identifying three key target audiences. It was found that while consumers have fond memories of Snapple, the brand no longer resonates with them. The campaign will take an approach of "refreshing mouths and minds" by reintroducing Snapple's delicious flavors and refreshing its brand identity to reignite consumers' passion for the brand.
The document discusses a media strategy proposal for Samuel Adams beer to introduce their new seasonal beer "Escape Route" and shift perceptions of their brand. It includes research on beer trends, the competitive landscape, target audiences, and a proposed multi-channel media plan focusing on digital, social, radio and out of home advertising. The goal is to position Escape Route as the dominant winter transitional beer and establish Samuel Adams as accessible to casual drinkers while not alienating craft beer enthusiasts.
This document provides an overview of representations of gender in men's and women's lifestyle magazines. It discusses the emergence of men's magazines in the 1980s/90s to target "laddish" audiences, with examples like Loaded and FHM emphasizing sex, humor and stereotypical masculinity. In contrast, magazines like Cosmopolitan were aimed at women, both challenging and reinforcing patriarchal ideals through their content and advertisements. The document examines how magazines use gender stereotypes to appeal to readers while also perpetuating traditional notions of femininity and masculinity.
Craft spirits are growing rapidly and gaining market share, posing a threat to larger, established spirit brands. The number of craft distilleries in the US has increased 48-fold in less than 40 years. Craft brands command higher prices and growth rates by appealing to consumers who seek higher quality, more authentic products. While craft brands still make up a small percentage of the overall market, their influence is already being felt and large brands need to learn from their storytelling and branding approaches to better compete in the crowded spirits market.
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A communication plan created for Iron Horse Brewery located in Ellensburg, Wash. Our team's goal was to increase Iron Horse's brand recognition throughout Central Washington and the Pacific Northwest. The plan was developed in two months.
The document discusses diversity within the Pacific Northwest brewing industry. It notes that while brewery tasting rooms appear diverse, the industry itself lacks diversity "in the belly of the beast." It provides examples of pioneering women and minorities in brewing to show that the culture is becoming more inclusive. The conclusion calls for breweries to better reflect the diversity seen in their customer bases in order to make the industry a true "melting pot."
A fun take on rebranding brand Smoov using Douglas Holt's cultural branding framework and Leo Burnett Humankind Philosophy. THIS IS AN UNOFFICIAL BRIEF!
Pabst Brewing Company produces iconic American beer brands such as Pabst Blue Ribbon, Schlitz, and Old Milwaukee. While sales declined in the late 20th century, Pabst saw renewed interest in the early 2000s from a new generation of fans. Through minimal marketing focused on word-of-mouth and event sponsorship, Pabst has been able to maintain relevance and grow sales without large advertising budgets. The company's ability to understand and engage its loyal consumer base through authentic marketing has allowed Pabst to succeed where other brands have struggled.
This document provides an outline for a marketing plan for Creature Comforts Brewery. It includes sections on situation analysis, company history, product evaluation, competitors, industry trends, SWOT analysis, marketing direction, target profiles, branding, recommendations, creative concepts, and future plans. The goal is to increase preference for Creature Comforts brewery by developing an integrated marketing campaign that highlights their authentic atmosphere, variety of craft beers, and locally owned partnerships in Athens, Georgia.
This document discusses ways to increase awareness and sales of Rhinegeist Brewery's Ghost beer brand among Millennials. It identifies barriers like preferences for lighter beers, concerns about health and debt, and a competitive craft beer market. However, opportunities exist in targeting younger Millennials through partnerships in popular grocery stores and appealing to interests in local history, diversity and unique experiences. The document proposes creative strategies like events, collaborations and gamification to more deeply engage customers and build brand communities.
The document discusses how to spread awareness of Rhinegeist Brewery's Ghost beer across the Rhine River to millennials in Germany. A team of 480 students conducted research including analyzing cultural trends, beer preferences, and observations at Rhinegeist Brewery. They identified barriers like concerns over health, debt, and competition from large breweries. However, opportunities exist in targeting millennials' interests in local, organic brands and unique experiences. The team suggests tapping into customers' appreciation for diversity, history and craftsmanship to help solve the "Ghostly Question" of expanding the Ghost beer's popularity.
What is BackYard, Yard's cultural & consumer research unit ?Rafael Janosevic
Let us introduce you to BackYard. Yard’s cultural & consumer research unit.
A platform that allows us to keep being true to the youth, on a daily basis.
Because it can be easy for a brand to get stuck in a static & preconceived vision of culture.
Backyard is the insight reactor that powers Yard’s creativity, reactivity and relevance.
Providing our partners with the freshest material to build propelling strategies.
Allowing us all to keep being true to the energies of the now.
And better:
Be there, Speak right and Do good.
Join the team.
Speakeasy Proposal: An Uncompromising Nightlife Experiencetaralv
The document outlines plans for a non-alcoholic nightlife space called SpeakEasy that aims to attract high-achieving professionals in San Francisco through an exclusive, technology-enabled experience focused on health, wellness, and stimulating conversation. Customer research revealed preferences for exclusivity, convenience, and a living room atmosphere. The business will target professionals aged 25-35 making over $100k through membership and curated events.
The document discusses strategies to build sustainable desire for Sobe Water and establish it as a drink associated with active and healthy living. It suggests implementing marketing campaigns on social media and through augmented reality apps to portray Sobe Water as something that allows consumers to indulge occasionally while still being good for their health and body. Distribution should also be expanded beyond current take-out areas to other locations where people can easily recommend and purchase the drink.
To increase annual sales by 2 million units, the document proposes targeting both heavy and light existing users as well as pursuing new customers. It suggests positioning the beverage as an essential part of an exercise routine by emphasizing its benefits for pre- and post-workout hydration. The idea is to increase consumption frequency through marketing campaigns that establish the product's importance for maximizing exercise results and changing consumer beliefs about hydration. The implementation plan outlines communicating these messages through mass media and providing free digital resources to support the new brand positioning.
This document discusses a marketing plan for SoBe V Water to help establish the brand's identity and give consumers a reason to try its products. It proposes developing "Flavor Stories" that describe the exotic ingredients, geography and culture behind each flavor. This will help consumers see the drinks as more than just bottled water by portraying them as food stories from around the world. The plan involves familiarizing the target audience with the brand and its flavors through social media, sustainability initiatives and tastings at gyms and supermarkets to create a connection between the flavors and consumers' lifestyles.
Sales of SoBe V Water are stagnant at 2 million units per year due to a lack of brand investment. Retailers are pressuring the company to boost sales through a national marketing campaign. The document proposes increasing current customer consumption rather than trying to attract new customers, as changing behavior is difficult. It suggests targeting the 20% of customers who drink SoBe 20 times per year through a campaign centered around a "your natural well-being" message delivered through TV ads, outdoor print, and promotions at yoga/pilates studios to drive repeat purchases.
The document outlines a marketing campaign for SoBe V-Water aimed at increasing trial and awareness of the brand. It identifies two key audiences: Olivia, who prioritizes health, and Anna, a health-conscious mom. Currently, people are unfamiliar with SoBe and don't have a reason to try it. The campaign's big idea is "Living Better Never Tasted So Good" and will position SoBe as the tastiest healthy beverage. It will use a traveling "Fueling Station" to sample the product and an interactive game to educate consumers on the brand's nutritional benefits in order to change perceptions from indifference to preference over competitors.
This document discusses a marketing plan to introduce SoBe Water to the UK market to meet sales growth targets. It identifies the need to increase brand positioning and product awareness to boost sales. The plan outlines three pillars - awareness, activation, and in-store experience - to communicate how SoBe Water can fit into people's lives through natural flavors, low calories, and portraying the brand as honest. The goal is to position SoBe Water as a natural beverage choice through various media, partnerships, and properly locating it in stores alongside other bottled waters.
This document outlines a marketing plan to double sales of SoBe V-Water by focusing on establishing it as a natural and healthy brand. It recommends a two-pronged approach using broad supermarket and TV advertising to drive volume sales while also using grassroots influencer marketing to health bloggers to build the natural positioning. Key elements of the plan include sampling at fitness events, partnering with lifestyle brands, targeted outdoor ads, and refreshing product design to further emphasize the natural credentials. The goal is to gain traction along the entire customer journey from initial awareness to advocacy through impactful engagement and activation tactics.
SoBe V water sales have been stagnant in the UK. The brand has poor awareness due to minimal advertising. Market research found the branding is inconsistent and the product is not prominently displayed in stores. Most people surveyed had never seen or heard of SoBe V water before. A proposal is made to increase the marketing budget to £1 million and target print ads, social media, and indirect marketing through healthcare providers to raise awareness of the product's health benefits and build a following among health-conscious consumers, especially youth. The campaign aims to position SoBe V water as part of a lifestyle transformation.
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How to find topics that algorithms love
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Practical Progress from a Theory by Steven Kingpdf
Apsotw may16 anna_thairs
1. Account Planning School of the Web - May 2016
Samuel Adams Boston Lager
Olympics Sponsorship / UK Launch
Anna Thairs
www.annathairs.com
Please note that if I were presenting this ‘in person’, I would use a lot less text on each slide and ‘voice over’ information, explanation and ideas
(which would mean the presentation would likely be shorter!)
Acknowledgements: Paul Hutchinson (MEC) and Toby Bowerman, Danielle Norton & Chris Rhodes (Planning dept., HeyHuman)
2. Anna Thairs | APSOTW May 2016
Let’s jump straight in: your brief to us
Samuel Adams Boston Lager, an American craft beer, is launching in the
UK with a bottom-tier Olympic sponsorship. We have $400k and so ideally
will focus on partnerships for content creation.
We want to make our target consumers do more than just ‘consume’,
but actually adopt our brand. We need to ensure that Samuel Adams
plays a role in their life that’s more than ‘just a beer’.
3. Anna Thairs | APSOTW May 2016
The key challenge we face? Credibility
Given that it is a new brand with little history in the UK, Samuel Adams lacks a sense of
credibility for our audience, amongst our competitors, as a brand and as a business.
AUDIENCE
CHALLENGE
Our target audience are
Millennials - flighty, brand
disloyal and easily distracted.
BRAND
CHALLENGE
No one knows who we are,
what we do or what we
stand for as a brand.
COMPETITIVE
CHALLENGE
The craft beer market is
exceptionally crowded &
competitive.
BUSINESS
CHALLENGE
We have a relatively small
budget for activation to
generate buzz & stand-out.
4. Anna Thairs | APSOTW May 2016
Samuel Adams is the unabashedly American craft beer
Our unabashed Americanness is what we can say credibly about our brand.
From a long line of brewers, our founder has always taken a leaf from the
rulebook of our patron, Samuel Adams. We take a revolutionary and pioneering
attitude to beer and followed our own path.
We are passionate, authentic and utterly exuberant. Boston Lager is our
flagship brew, exemplifying and carrying the torch for our spirit and values.
Our Americanness gives us strong cultural and contextual creds too - there’s
little that’s more unabashedly American than the exuberance around sport and
the important role it plays in American society.
5. Anna Thairs | APSOTW May 2016
The craft beer market is growing fast - but is crowded
1. It’s growing rapidly
Britain now has more breweries than
anywhere else in the world – craft
has hit the mainstream. There’s a
burgeoning community of consumers
sharing information and looking to
explore new flavours, concepts and
ideas.
20% of adults drunk craft beer in the 6 months to
September 2014
Consumers are buying craft in mainstream outlets
(78% from a supermarket, 38% of younger Millennials
prefer convenience stores)
SABMiller bought Camden Town Brewery this year
and Fuller positions its London Pride with a very
strong craft tone of voice
48% of beer drinkers prefer to try many different beer
brands
12% would buy a new beer because it came from an
exotic location
47% of beer drinkers like to tell people about beers
they’ve enjoyed
21% are interested in joining an online beer club – as
shown by the popularity of beer exploration & rating
app Untappd (more than 3m users)
45% would buy beer because of a recommendation
2. It’s so crowded it’s become a bit homogenous
CRAFT & SKILL
AUTHENTICIT
Y
&
HERITAGE
ALTERNATIV
E
ATTITUDE
Craft brands tend to speak
in one of three ways.
They are all very serious and
snobbish, exhibiting a very
in-crowd versus out-crowd
mentality and an almost
off-putting pretentious
dedication to their craft.
We sit in the gap between
attitude & authenticity.
6. Anna Thairs | APSOTW May 2016
Traditionally brands in the craft beer space cater to
the hipster ‘core’ - those discerning consumers that
are passionate about craft beer and its ethos. For
them, it’s more than just a drink, but is part of thier
self-defined identity. Just as a punk has his mohawk
and a girly-girl loves prosecco, drinking craft beer
is part of their identity - and so a lack of relevant
creds will be spotted a mile off.
We’d have difficulty targeting the core as
Samuel Adams doesn’t have the hipster creds
- it’s not got a great ‘indie’ reputation as it’s
very large and has taken a disdainful view of
grassroots craft trends and preferences.
There’s a challenge with the core...
7. Anna Thairs | APSOTW May 2016
Samuel Adams is however the perfect
brand for Mainstream Explorers - those
individuals who are dipping their toe in to
the brewing tank of craft. They’re interested
in craft beer because it’s cool and different,
rather than having the craft ethos running
through their veins.
Given the infancy of the craft market, most
brands, as we’ve seen, target the core - those
who they know will understand and live their brand.
This means we can carve a niche by targeting a
higher-volume audience that is neglected by our
competition.
... and an opportunity
in the more mainstream
8. Anna Thairs | APSOTW May 2016
“Busy young men and women with a good level of disposable income” = 18-39 y.o. beer drinkers (mainly
between 25 and 34) often but not exclusively ABC1 (59%) and almost all urban-dwelling (86%)
Our audience are experience-driven and fun-loving
They value experiences over material things, want to live life to the full - for positivity and out of FOMO.
They’re entrepreneurial, independent and want to be the protagonist of their own stories. They engage in
‘identity curation’ – taking influences from a number of different sources to curate and create their own
image that represents them and their individuality. They’re interested in enjoying life and the ride.
Tongue-in-cheek
home pride
Experience-
driven
Enjoying
the ride
*Please see appendix for proof points
9. Anna Thairs | APSOTW May 2016
Beer in general is mostly drunk as a way to relax (60%) and as a way to have fun (32%).
Craft beer takes these motivations to drink beer and combines it with ‘identity curation’ -
they drink craft beer because it allows them to be different, to be individual to explore new
flavours and experiences.
Craft beer allows people to express themselves while having fun and relaxing with friends.
Craft beer allows them to have fun and express themselves
10. Anna Thairs | APSOTW May 2016
What are the Olympics all about?
A tribal coming-together in
celebration of passion and skill
OPPORTUNITY:
Use the Olympics as a cultural jumping-off point to drive awareness
of Samuel Adams within our Mainstream Explorer audience.
11. Anna Thairs | APSOTW May 2016
Observation 1
London 2012 kindled a new passion for the Olympics, patriotism and Team GB in the UK.
But when it’s not on our doorstep, the excitement and sense of community are less intense.
We could do with someone to help us
kick-start our patriotism and excitement.
THEN NOW
Londoners’ memories of the 2012 Olympics Current press and social sentiment
12. Anna Thairs | APSOTW May 2016
Observation 2
“An Englishman, even if he is alone, forms an orderly queue of one.”
Brits have deep-set cultural norms that around politeness and being reserved - the
famous ‘stiff upper lip’. Anecdotally, Americans are often seen as brash, loud and uncouth.
But, sometimes, it’s good to let go and go a bit crazy.
US THEM
Anthropologist Kate Fox identifies the ‘brash’ Bill from Iowa and the ‘Indirectness Rule’ to explain our
societal fear of exuberance and outward or extroverted displays of passion.
13. Anna Thairs | APSOTW May 2016
Insight
Brits often see Americans as being
a bit ‘OTT’, but when we’re given
the opportunity and permission to,
we enjoy going a bit OTT ourselves.
From street parties with strangers, Beatlemania to One Direction, Team GB throwing its athletes in the
Olympic pool, even the pinnacle of Stiff Upper Lip - the royals - getting excited and making noise
14. Anna Thairs | APSOTW May 2016
Bring back unabashed American excitement to British drinkers
CULTURE CLASH CULTURAL TOURISM
ROLE FOR BRAND:
CREATIVE PROPOSITION
Go a bit OTT for Team GB
with Samuel Adams
MEDIA STRATEGY ACTIVATION EXECUTION
OTT SUPPORT
CREATIVE IDEA
15. Anna Thairs | APSOTW May 2016
This works because it’s something we can all get behind
- and it’s got long-lasting legs
1. “Go a bit OTT for Team GB” is a behaviour that’s achievable for everyone, making Samuel Adams an inclusive and
friendly brand. It doesn’t offer parameters, it just asks you to join in the fun.
2. OTT Support offers the opportunity to use ‘cultural tourism’ - the highlighting of differences and idiosyncrasies
between nations - to generate buzz and give our partners a content focus.
3. It also gives us activation longevity - beyond the games, Samuel Adams can remain the brand that offers OTT support
out of the context of the Olympics, into more general cultural events.
OUR TONE OF VOICE FOR OTT SUPPORT
We are
Unashamedly American
Positive
Friendly
Approachable
Inclusive
Supportive
Excitable
Keen
Boorish
Stupid
Pressuring
Broheim/“frat boy”
Arrogant
Aggressive
Patronising
Superior
We aren’t
16. Anna Thairs | APSOTW May 2016
Media Strategy
AWARENESS MEDIA
SO
C
IAL PARTICIPATI
O
N
IDEA:
OTT
SUPPORT
OFF-TRADE
IN-BAR
FOCUSED ACTIVITY SPECIFIC TO
CHANNEL AND PARTNER
FOCUSED
ACTIVITY
SPECIFIC TO
CHANNEL
AND
PARTNER
Our strategy will use partnerships and
social UGC to create content and generate
awareness.
We will focus partnership effort on retail
and pub/bar activity, with activity tailored
specifically to those locations.
Meanwhile, we will use awareness media -
partnerships with PR, social influencers and
the media - to generate buzz, and social
participation to drive interaction and foster
a sense of community.
Role of media: show a movement of OTT
Role of social: make it permissible to go OTT
Role of partners: make it easy to go OTT
TARGETING
We will activate in selected, targeted areas to ensure a truly
effective response with our market, rather than spreading ourselves
thinly to poor reception:
Bath, Birmingham, Brighton, Bristol, Cardiff, DeWrby, Edinburgh,
Glasgow, Leeds, Leicester, Liverpool, London, Manchester,
Nottingham, Newcastle and Sheffield - these areas have high
concentrations of our Mainstream Explorer audience. We could also
activate in smaller locations for PR stunts.
SOCIAL MEDIA ROLES
Twitter: Primary platform - Engage (social listening)
Instagram: Primary platform - Engage (heroing consumers)
Facebook: Secondary platform - Reach (share content)
17. Anna Thairs | APSOTW May 2016
Role of media: Show a movement of OTT
PARTNER: THE CHAP OLYMPIAD
We’ll send an OTT delegation to the Chap Olympiad.
Held annually towards the end of July, the Chap Olympiad is a celebration of all things
stereotypically British and stiff-upper-lip, in the form of a sporting contest. We will send a delegation
of OTT supporters with ‘TEAM GB’ painted on their chests, positive chants and fun pom-pom dances
to shake up the crowd and generate buzz.
We would create a piece of content ourselves to kick-start the chatter, but use social media to
retweet and amplify UGC and press chatter about the stunt.
18. Anna Thairs | APSOTW May 2016
Role of media: Show a movement of OTT
PARTNER: INFLUENCERS / PRESS MEDIA OUTLETS
Get influencers to ‘go a bit OTT’ to tease the campaign
Last year, Jon Snow danced to Drake’s ‘Hotline Bling’, which got more than 11k retweets on Twitter alone. We like
our figureheads to get out of character, and so we’ll encourage bastions of Britain (such as Jon Snow or Jeremy
Paxman) to do the unexpected and go a bit OTT commentating on a cricket match or PMQs online (through
partners like the Guardian) and through selected press partners (such as the Metro, who have high circulation with
our audience). We’ll work with older-focused YouTube influencers such as Lily Pebbles or Grace Helbig to create
‘OTT’ content - OTT makeup tutorials, OTT crafts - to get people talking and sharing and kick off our ‘role of social’
activation - to make things permissible...
19. Anna Thairs | APSOTW May 2016
Role of social: make it permissible to go OTT
REACTIVE CONTENT
Be a truly Olympic campaign by tailoring rewards to live events
By creating reactive offers tailored to things that happen during the Games, we truly live our
proposition - we care about going OTT, and we want to celebrate with our fans. By being reactive, we
keep consumer eyes on our feed, generate positive sentiment and drive consumption of the brand -
offers and freebies are the first step in making the behaviour ‘permissible’.
“Well, if it’s free/BOGOF, I might as well!”
We could partner with BuzzFeed to create reactive listicles and video commentaries from our OTT
delegation on the latest happenings during the games.
20. Anna Thairs | APSOTW May 2016
Role of social: make it permissible to go OTT
SURPRISE AND DELIGHT THROUGH SOCIAL LISTENING
Get consumers involved by with UGC
We will hero our consumers who get involved in the OTT spirit by retweeting and rewarding with
vouchers, engagement and offers. We can utilise social listening to start the conversation - looking
out for those who are despairing over Team GB or who need a bit of livening up. We will offer
consumers the opportunity to win vouchers for Samuel Adams - or for those who send in the best
content (e.g. most OTT), tickets to the games.
This gives us a stream of content that we can easily push out that comes from the best partners -
our consumers. It also ties in nicely with potential partnership activation...
21. Anna Thairs | APSOTW May 2016
Role of partners: make it easy to go OTT
KEY PARTNER: SAINSBURY’S
SUPPORT PARTNERS: HIGH-FOOTFALL TARGETED INDEPENDENT CONVENIENCE
Offer and incentivise with OTT Super Fun Time Party Kits (Yeah!)
We could partner with Sainsbury’s - a mid-mass-market chain with British roots and nationwide
outlets - and with independent convenience stores (where 38% of younger Millennials purchase their
beer) in our targeted locations to offer OTT Party Kits along the lines of American Superbowl parties.
There would be online support through Sainsbury’s with recipes and suggestions, and the kits could
contain funny sunglasses, flags, mini sausage rolls, pom-poms and of course, Samuel Adams at a
discount. Convenience stores could offer smaller kits for Emergency OTT (going to a pub with mates).
22. Anna Thairs | APSOTW May 2016
Role of partners: make it easy to go OTT
PARTNER: BARS AND PUBS
Help people learn how to go OTT
Taking our cue from the ‘Golden Postbox’, we could contact traditional pubs in Team GB athletes’
home towns and work with them to exchange publicity for activation: we could turn to the
Whitelocks, the oldest pub in Leeds (the hometown of triathletes the Brownlee brothers) and get
them to change their name for the duration of the games to ‘The Triathletes’. Those pubs could
screen the games and offer ‘OTT safe spaces’.
We could partner with the pubs and bars we already have distribution in to offer similar OTT support
- washroom posters with ‘How To Go OTT’ guides, Olympic screenings and OTT pub quiz nights.
The Triathletes
23. Anna Thairs | APSOTW May 2016
Media Support
Goal: Drive Awareness
Any remaining budget could be funneled into targeted activation to drive awareness along the
points of the customer journey.
This could take the form of digital OOH in our target cities and near our support pubs and bars using
up-to-the-minute fun OTT content, or geolocation mobile targeting to drive consumers to the bar.
We could also partner with Great British Summer to put on one or two public big-screen showings
of the days with the highest interest for Team GB supporters, allowing us to actually create an OTT
party space with beer, fun and experiences for our consumers to visit.
24. Anna Thairs | APSOTW May 2016
Customer Journey
PLANNING JOURNEY & ARRIVAL PURCHASE EXPERIENCE ADVOCACY
Who’s free for a get-together?
Where should we go?
Icons: Flaticon
IN BAR - GET TOGETHERS WITH MATES
THINK
FEEL
DO
OPPORTUNITY
PLANNING ARRIVAL PURCHASE EXPERIENCE ADVOCACY
RETAIL - BUYING FOR OCCASIONS
THINK
FEEL
DO
OPPORTUNITY
Excited and anticipatory
Grab attention through stunts and/
or social - target media and press
Trains are awful, wish we’d walked.
Looking forward to a pint!
Longing and impatience
Targeted OOH/messaging near pubs
Activation in-bar
What’s on tap?
Do I want draft or a bottle?
Undecided and open
50% of decision making is at the
bar - discounts and offers here?
I like they’re supporting Team GB
I’m having a lot of fun
Happy and included
Encourage UGC
Surprise & Delight
The beer was great - I had such a
good time. I’ll follow them.
Excited and pumped-up
Continued targeting & offers
Reactive content online
What do I need for a BBQ/party?
What will the weather be like?
Excited and anticipatory
Get on the list - grab attention
through stunts and/or social
What’s on offer at the moment?
I want to get in and out quickly
Determination and opprtunistic
Party packs & kits
Targeted media/comms
How much is this? Is it worth it?
What can I do with all this stuff?
Excited and planning
Discount offers
Suggestions and recipes
This party is going really well!
I like their attitude
Happy and included
Encourage UGC
Surprise & Delight
The beer was great - my party went
so well. I’ll follow them.
Excited and pumped-up
Continued targeting & offers
Reactive content online
GET THEM WHILE
THEY’RE SEARCHING
FOR INFO
GET THEM AT THE BAR - 90% OF DRINKERS STICK WITH THEIR
FIRST CHOICE FOR THE REST OF THEIR SESSION
GET THEM TO
REMEMBER
THE FEELING
KEEP IN
TOP OF
MIND
GET THEM WHILE
THEY’RE SEARCHING
FOR INFO GET ON THE LIST GET THEM TO GET EXCITED BY YOUR BRAND
GET THEM TO
REMEMBER
THE FEELING
KEEP IN
TOP OF
MIND
25. Anna Thairs | APSOTW May 2016
Phasing
GOAL ACTIVITY SUPPORT
BEFORE
DURING
AFTER
Remind consumers how they felt
during the London 2012 Olympics
Get people to express themselves
fully (go a bit OTT) for Team GB
during the Games
Encourage people to keep up the
spirit of fun by activating around
other British events
• Delegation to the Chap
Olympiad (mid-July)
• PR Stunt with influencers ‘going
OTT’
• Seeded media (BuzzFeed,
press)
• Turn pubs and bars into
bastions of OTT
• Sainsbury’s/Convenience Party
Kits
• Reactive social
• Social media (BuzzFeed, b/
vloggers)
• Discounts and offers in-bar
• OOH Activation & push
notifications
• Surprise & Delight
• Reactive Social
• Continue to work with
influencers/our fan delegation
to keep up the OTT spirit at
other British events
(e.g. cricket)
• OOH
• Partner discounts
• Social listening - surprise &
delight
26. Thank you
Sources:
Mintel Craft Beer Overview (2015)
Mintel Beer Report (Feb 2016)
Eventbrite Research - Millennials Want Experiences
Kantar TGI Clickstream
Kate Fox - ‘Watching the English’
Flaticon.com & Google Images
Headline Images: BuzzFeed, the Guardian, theConversation.com, Daily Express, Twitter
27. Anna Thairs | APSOTW May 2016
“Busy young men and women with a good level of disposable income”
Appendix - Audience
Home pride
Despite the British biting self-deprecating
humour, there’s a sense of home pride.
Experience Collectors
& Social Curators
Millennials spend more on ‘experiences’
than things, collecting and curating their
identity to share on social.
Lighter side of life
We hear a lot about how ambitious and
entrepreneurials are – but they’re also
passionate about having fun and enjoying
the ride.
47% think pubs are an important part of British life
62% think it’s important to respect traditional customs and
beliefs
42% agree that the 2012 Olympics had a positive effect on
ordinary Londoners’ lives
Represent 24% of spending on domestic holidays
34% buy goods produced in their own country whenever
they can
Despite a downturn in reported patriotism for Millennials
(only 15% describe themselves as ‘very’ patriotic, 30%
as slightly), they engage with tongue-in-cheek ‘rivalries’
online (e.g. #AmericansvBritish trending on Twitter)
65% of Millennials are driving the ‘experience economy’ -
valuing experiences not things, worth £420m each month
through things like pop-ups, interactive dining experiences
like Secret Cinema, or games such as the Crystal Maze
reboot.
Google searches containing the word ‘Tumblr’ have
overtaken ‘blog’ - a platform designed for social image
curation
60% are interested in other cultures
67% like to try new food products, and 65% new drinks
21% are interested In joining an online beer club
12% of drinkers would buy a new beer because it came
from an exotic location
69% want to have fun and enjoy life’s pleasures most in
life
42% see sport mainly as a way of having fun rather than
doing exercise
50% Buzzfeed traffic from 18-34s (60% mobile traffic,
75% traffic from social referrals)
60% drinkers drink to relax, 32% to have fun, 51% for
taste, 17% ease of social interaction
Sources: Mintel, TGI, Eventbrite Millennial Research, BuzzFeed, VisitBritain