As wide and as strong it can be, the impact of social media has been felt worldwide. The necessity of creating a brand’s own social media space is considered to be the need of the hour. Brand Managers are busy looking out for ways and methods to bring into notice social media campaigns that could benefit the user as well as drive some amount of traffic for them.
All kinds of brands and products are participating in this venture and to follow them next is Carlsberg, a Danish brewing company. The company owns some of the most sold out beers in the world. Tuborg, Kronenbourg, Somersby cider, Russia’s best selling beer Baltika, Grimbergen abbey beers as well more than 500 local beers with the company’s flagship brand being Carlsberg Beer.
In order to create a further hype for its products, Carlsberg took to social media marketing and campaigning. The Happy beer Installation was taken up by almost each pub and was shortly one of the most successful campaigns, of course it involved beer.
According to the company, ‘ the “Happy Hour 2.0” initiative renews the “well-known” on-trade promotion to fit the modern social media mindset.’ Visitors to participating bars are given the opportunity to keep buying Carlsberg and Tuborg beer at half price by uploading pictures to Instagram with the name of the venue and the #HappyBeerTime hashtag.
Carlsberg fitted the bars with a dongle that streams a counter to TV screens updating participants and bar staff in real-time as content is submitted. Now this is a campaign that is beneficial to both, the visitors, they get beers at half the prices and the pubs because they get a number of mentions on Instagram in about an hour or so.
Jens Jermiin, vice president of group digital, media and content production at Carlsberg said, ““We’re extending the time-frame people can drink beer [at a discounted price] so they are not under pressure to drink excessive amounts in a short period. When combined with the social media mechanic, ‘Happy Hour 2.0 is much more about promoting the time people are social and happy together versus drinking.”
Integrating Instagram with the campaign made sure that people update new and friendly pictures with the hashtag # HappyBeerTime along with tagging the pub the person currently is in. Although it must have required the company a lot of resources in order to create a system as this, the installation is worthwhile. Seeing the updated pictures changing every second on the TV screens and the clock ticking added the further urge to upload more pictures on Instagram.
Now this was in all a campaign worth the effort. The brand has been involved in some major campaigns on the social media as well and have derived very useful results.
via SocialAppsHQ Blog http://ift.tt/1jNoFCb
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