This document discusses Tennent's digital marketing strategy for their involvement with the music festival T in the Park in Scotland. It outlines how Tennent's uses social media, especially Facebook, to build excitement for the festival, engage attendees during the event by sharing content and experiences, and continue conversations after the festival through competitions and sharing performance videos. It also discusses how Tennent's enhances the festival experience through initiatives like their T Break stage for unsigned artists and chilled beer delivery to the campsites.

1. Digital Marketing for
Garden Parties
Paul Condron, Marketing Director

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. 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. 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. Brands and Social Media
Source: Digital Buzz Blog, 2011

6. Brands and Facebook

7. Influencing consumer behaviour

8. Getting consumers active
Witty Title here

9. A few surprising numbers

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. 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. T in the Park – Digital Platform
• Facebook as primary digital platform :
– increases brand
sharing and advocacy
– provides a richer
experience particularly
for content

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. 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. 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. 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. 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. 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. 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. 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. A Social Shared Experience

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. 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. 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. After the event
• Continue the conversation
• Share content
• T Break downloads

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. Beyond T in the Park

28. Final Thoughts
• Obvious appeal in Social Media
• Be ready
• Build your strategy
• Expect the unexpected