Help Fabian remember what he drank

Objectives

The marketing goal:

To evaluate on a small project the potential of a non-standard activitiy in the Internet for brand image promotion

The problem of communication:

To deliver emotionally an ordinary message about brand’s next win at an international competition to an important part of the audience (18-29 years), that draws less attention to TV campaigns

The solution

Micro-site www.4topil.by with a game about Fabian - invented Belgian taster who once tried a very tasty drink during an international competition. Unfortunately he accidentally lost his memory and can not remember what he drank

You can help him remember it suggesting to drink different liquids

The solution

Description

Fabian drinks, give funny reactions and proposes tips that gradually lead to the right answer "Alivariya beer"

Fabian has over hundred different video reactions to all sorts of drinks so users continue playing with him, even after having guessed the right answer

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Description

10 clicks

Растворитель

Бобров

Уволить

Hidden tricks

For additional WOM we made some hiidden tricks on a website, for example by clicking to special place you can destroy the wall and see that Fabian warms his feet in a basin

Sharing

One may to share the website via e-mail to a friend or by using social networks plugins

Internet PR

Special article was prepared for online media: a world overview of alcohol consumption. Belarusians who drink practically everything, were compared with a taster Fabian, who lives on site 4topil.byThe article got 60 free census

Forum&blogs promotion

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Recommendational links to 4topil.by appeared on entertainment and male Belarussian forums

одеколон тосол лак

яд квас

кровь

стекло-очиститель

краска

Recommendational links to 4topil.by appeared on entertainment and male Belarussian forums

Forum&blogs promotion

Promotion in social media

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Fabian Shmeker lives actively vKontakte and on a FacebookHe shares his impressions of various beverages, shows his native city of Bruges, organizes mini-quizes like "Guess how I lost my memory"

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Promotion in social media

He got so many friends in Minsk, that even came to visit us on his birthday

Results

Since the launch of the project, it was ahead of scheduled KPIs WITHOUT ANY PAID MEDIA:

• The aim was to get10,000 unique visits a page with videos, but the project is gaining about 1000 visits from Belarus in the day (Google analytics)

• The average time spent per page with interactive video is more than 8 minutes (Google analytics)

• Monitoring of of forum and social networks feedback shows that about 80% speak positively about the project or the brand very positively, and only 2% very negatively

•A large number of positive feedback and a formal project's success persuaded our client in the effectiveness of non-standard interactive tools. It has already resulted in a large-scale image project in the Internet with the agency

The budget

Total budget $8700

Budget distribution: • Creative 27% • Production 52% • Guerilla promotion via hidden agents 21%

Thanks!