Kingfisher creates Beer Magic

By Aakriti Shrivastava , afaqs!, New Delhi | In Digital | August 11, 2015
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The brand's campaign on International Beer Day was all about innovations that beer-lovers desire.

Kingfisher, the beer brand from the house of United Breweries, executed a digital campaign on the occasion of International Beer Day, on August 7. Microblogging site Twitter was used to create buzz and followers/users were invited to suggest ideas of gadgets and other innovations involving Kingfisher beer. The brand hopes to create content around 'beer magic', blurring the line between reality and magic, with engaging illusions. The hashtag #KFBeerInventions was promoted for the same.

To participate in the contest, that offered goodies to winners, viewers sent various ideas ranging from bottomless cups that refill themselves, an app that pours beer into the glass and a tea bag that turns water into beer, among others. The brand has also created images, animated GIFs and vines, visually representing some of these ideas, and taking things to the next level. MTV VJ and popular vine artiste, Jose, was also featured in the vines. The videos and GIFs posted on the brand's Twitter page were retweeted several times.

Samar Singh Shekhawat

Samar Singh Shekhawat, senior vice president, marketing, United Breweries, says, "Our focus for the digital campaign was that it's fun and should provide 'Good Times' to the community. We also keep in mind that the content is engaging and easily consumable for both the user, who actively participates as well as the user who doesn't participate, but still consumes the content."

"International Beer Day is one of the annual occasions that provide the opportunity to distinguish ourselves from other beer brands, and the objective is always to achieve maximum share of voice and brand recall on the day," he adds.

While the highest engagement with users was seen through the GIF content, vines are a crucial part of the brand's digital strategy. The brand's IPL campaign also used vines heavily and got more than five lakh views. Vine also provided the platform for the brand to execute the world's longest ever 'Good Times High-Five Chain'.

While the brand's Twitter page has about 64,600 followers, more than 200 entries were received for the contest and ten final winners were declared, who will receive special Kingfisher hampers.

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