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Isobar Human Media - Social Media Case - Grolsch TVC - Rumour Around the B(r)and(s)
On July 31st, Grolsch filmed a new TV commercial featuring the bands Moke and Junkie XL in Amsterdam, culminating in a rooftop performance. The marketing campaign involved a phased approach to create online buzz, starting with rumors, then teasing the event through social media, and ultimately revealing the location shortly before the performance. The campaign aimed to harness excitement and direct attention to Grolsch's brand through strategic media engagement.
Isobar Human Media - Social Media Case - Grolsch TVC - Rumour Around the B(r)and(s)
- 1. Grolsch TVC Moke& Junkie XL
- 2. On the 31thof July Grolsch filmed their new TV commercial starring the band Moke and Junkie XL
- 3. The shoot tookplace on a rooftop in the centre of Amsterdam and was to be followed by a short performance of Moke and Junkie XL
- 4. de-construct and HumanMedia were in the lead to generate the online buzz around the shoot
- 5. To generate onlinebuzz the uniqueness of the rooftop concert was used as the main seeding angle…
- 6. One condition: actuallocation was only to be disclosed 45 minutes before the actual performance due to mass fan attention which could disturb the recordings of the TVC Starting online buzz© Isobar Human Media/de-construct 2009
- 7. A phasedapproachThe Storywas told in three phases, all to start a major buzz around the ‘mini gig’.1. Start a rumour; “I heard there’s a concert coming…”2. Start the Tease (Moke Tweets); “We’re going to play with Junkie XL this week… stay tuned for more info”3. Coming out – Finally telling time / location (Blogposts, Radio coverage, Tweets etc.);“We’re playing within 45 minutes at the Raamstraat 17 in A’dam!”© Isobar Human Media/de-construct 2009
- 8. Phase 0 /The Planning...© Isobar Human Media/de-construct 2009
- 9. Phase 0 /The Planning...© Isobar Human Media/de-construct 2009
- 10. Phase 0 /The Planning...© Isobar Human Media/de-construct 2009
- 11. Phase 1 /Start a Rumour...© Isobar Human Media/de-construct 2009
- 12. Phase 1 /Start a Rumour...© Isobar Human Media/de-construct 2009
- 13. Phase 2 /Start the Tease...© Isobar Human Media/de-construct 2009
- 14. Phase 2 /Start the Tease...© Isobar Human Media/de-construct 2009
- 15. Several media tookthe bite...© Isobar Human Media/de-construct 2009
- 16. Several media tookthe bite...© Isobar Human Media/de-construct 2009
- 17. Junkie XL PressRelease..© Isobar Human Media/de-construct 2009
- 18. Confirmed the rumours..©Isobar Human Media/de-construct 2009
- 19. Grolsch PressTease...© IsobarHuman Media/de-construct 2009
- 20. Spread via Novum...©Isobar Human Media/de-construct 2009
- 21. Buzzon Google…© IsobarHuman Media/de-construct 2009
- 22. BuzzonTwitter…© Isobar HumanMedia/de-construct 2009
- 23. Phase 3 /Revealing the location…© Isobar Human Media/de-construct 2009
- 24. Via sms, twitterand blogs...GrolschHoi Stef, zorg dat je over 45 min. bij Moke & Junkie XL op de Raamstraat bent, hoek prinse/leidsegracht. Check regelmatig grolsch.nl/live voor nieuws!© Isobar Human Media/de-construct 2009
- 25. Via Grolsch PressRelease...© Isobar Human Media/de-construct 2009
- 26. Confirmed the placeto be...© Isobar Human Media/de-construct 2009
- 27. added to theonline buzz…© Isobar Human Media/de-construct 2009
- 28. The performance...© IsobarHuman Media/de-construct 2009
- 29. Real time communication...©Isobar Human Media/de-construct 2009
- 30. Follow upCheck Grolsch.nl/Livefor the latest Grolsch news!© Isobar Human Media/de-construct 2009
- 31.
- 32. CreditsThis campaign iscreated byDe-construct (Creatives)Human Media (Social Media)Special thanks toGrolschWeber Shandwick (PR)Ddb (TVC Shoot) StudentenTV(Film Footage)MokeJunkie XL
- 33. Social Media MarketingStefde Jongstef.de.jong@isobar.netwww.human-media.nl+31 (0) 6 51 55 40 63+31 (0) 20 509 14 45CreativeAgencyAstrid van Essenastrid.van.essen@de-construct.nlwww.de-construct.nl+31 (0) 6 22 52 22 82+31 (0) 20 530 69 10