Kona Brewing Co. is launching an integrated marketing campaign called "Kona Zone" to reward craft beer drinkers with a Hawaiian getaway. The campaign includes outdoor virtual reality projections of Hawaiian scenes, radio ads that transform the listener's location into a "Kona Zone", and social media challenges where participants can win a luau by showing how they relax after work in creative videos and photos tagged with their location. The goal is to engage audiences and associate the Kona brand with an escape to the relaxing atmosphere of Hawaii.

1. Kona Brewing Co.
Will Kanellos
Allison Landrum
Eli Ouellette
Rafael Ramirez

2. most important message:
Kona rewards
you a Hawaiian
getaway.

3. AUDIENCE Craft Beer
Drinkers
females
30% males
70% 21-24
65+ 6%
8.5%
25-34
55-64 24.3%
14.5%
gender
45-54 35-44
21.7% 25%
age

4. OUTDOOR
Virtual Hawaii Projections
• Hawaiian action scene pouring out of Kona bottle
• Hula dance, beach scene, etc.
• Scene change every 30 seconds
• Motion-detecting technology (think Xbox Kinect)
• Participant stands in the Kona Zone
• Projected within Hawaiian scene
WHY?
• Encourages audience engagement - “Pau Hana”

5. OUTDOOR
http://youtu.be/QRbkZpY_HUQ

6. RADIO
Pau Hana Timeout
• Timed for after work commute - “Aloha Friday”
• Serene Hawaiian sounds
• Turns the listener’s location into a Kona Zone
• Block placement on many stations
• Several versions to avoid overplayed feeling

7. RADIO
http://youtu.be/Ua_viA53WQM
http://youtu.be/8rvEfVpbH20

8. SOCIAL MEDIA
Kona Zone Challenge
• “Show us how you reach Pau Hana”
• Earning the reward - some playful, some serious
• Weekly prompts, 3 months total timespan
• Top videos win a luau sponsored by Kona
•Messages focused on location--Hawaii anywhere

9. SOCIAL MEDIA

10. SOCIAL MEDIA

11. SOCIAL MEDIA

12. SOCIAL MEDIA
http://youtu.be/GRh0PZ21iCc
http://youtu.be/j7Ki7h7q3Yo

13. SOCIAL MEDIA
• Introduce weekly contest prompts
• Best user-submitted videos
• Post projection site experience videos

14. SOCIAL MEDIA

15. SOCIAL MEDIA
• Follow city lists (created by Kona profile)
• Earn badge after checking at each
venue on a list
• Another way to share with friends
locationally

16. SOCIAL MEDIA
Text
Kona Brewing Co.’s Lists

17. SOCIAL MEDIA
• Support main site
• Promote contest, redirect to vote
• Start conversations, don’t just reply and RT

18. SOCIAL MEDIA