‘Untappd’ is a kind of Twitter for beer lovers, where users say what and where they’re drinking. No beer marketers seem to have used it for marketing purposes yet, which is odd, because they are obsessively working social media into their ad campaigns. Here are a few examples:

The best excuse in the world

A 2011 campaign by Argentinian brewers Cerveza Norte offered drinkers ‘The best excuse in the world’ (Le Mejor Excusa del Mundo) to avoid an evening at home with their partner. Norte pledged that, for every one of their beers drunk at bars in a north Argentinian city, they would pay one worker to do one minute of civic improvements –repairing schools, cleaning lakes, planting trees and so on. There were counters outside bars to show how many minutes had been funded so far, and people could follow the progress of the good deeds on a special website. People drank so many beers that the company ended up funding 833 hours of constructive work. As the ad put it, “The more boyfriends went out, the nicer their city became.”

Being both humorous and socially beneficial, this campaign was perfectly designed to go viral on Facebook and Twitter.

http://www.flickr.com/photos/ronnykerr/6366683499/

Photoblocker

Another inspired campaign from Norte, again with a strong social media angle. They ran a series of adverts showing people embarrassing themselves in nightclubs, with the pictures ending up on Facebook. The ad promoted the Norte Photoblocker, a beer cooler with four light-sensitive panels. When these detect camera flashes, the Photoblocker sends out its own burst of light, flooding the picture in white and saving your embarrassment the next day. Apparently, the Photoblocker really exists and works. Both Norte’s campaigns were run by Del Campo Nazca Saatchi & Saatchi, a multi-award winning agency based in Buenos Aires.

Your face in lights

Corona rented a billboard in Times Square for a month in late 2010. When people ‘liked’ Corona on Facebook, they were invited to upload a picture, and these pictures then appeared on the billboard. Corona’s ‘likes’ increased 6,000% over the month, ending on 200,000.

http://www.flickr.com/photos/rogersg/6675552743/

Bluetooth bottle opener

Heineken has invented a bottle opener that is connected to Facebook via Bluetooth. Whenever you open a beer with the tool, it creates a Facebook event inviting your friends over right away. The person whose event has the most online RSVPs gets a free case of Heineken, at the cost of only a small invasion of privacy.

I’ll buy you a beer

Heineken also has a Foursquare app where you can promise to buy a beer for a friend. You then get a notification when the friend ‘checks in’ to a bar, and you can buy them a Heineken – the bartender receives a notification and serves them. This in a nice idea, but misses the point of buying a beer for a friend: you need to be there to enjoy it with them.

Beertender

The ‘Beertender’ is an appliance that holds a mini-keg of Heineken and serves up a cold one on request. Heineken has designed a Facebook app for people who want a Beertender, but are reluctant to treat themselves. Heineken’s app pairs people up, and they buy the gadgets for each other. These gadgets arrive gift wrapped, with a gift tag from the other person. Again, it’s an interesting-if-pointless concept, which shows just how desperate companies are to build their social media presence.

http://www.flickr.com/photos/rudolfvavruch/1948381207/

Home Brews

http://www.flickr.com/photos/ottosv/6068248044/

Now you know what the major brands are doing, why not come up with a social media campaign for your home brew? You could use Twitter to arrange tasting sessions, and get people to invent a name and design a custom label online.

Then ask Facebook and Twitter users to vote for their favourite ideas (within reason, of course – it has to be something your label suppliers are willing to print). Then sit back and wait for the campaign to go viral.



4 Responses to Best beer social media campaigns


  1. Rita says:

    Norte’s Campaign – Best Excuse in the World is really interesting to know. I think this campaign can be an best excuse in the world for drinkers to drink beer now. I liked the Bluetooth Bottle opener app as nobody can lie about they had a party or not.


  2. Alex says:

    Well, this campaign has a very unique and interesting approach. I love both of the Bluetooth Bottle Opener and the Foursquare applications. Wow they are freaking cool. This “Invite” Campaign will definitely grab the attention of all the party animals haha. However, how can you get that Bluetooth Bottle Opener? Do you have to visit the Heineken Dealers directly? Will you get it for free or you really have to purchase it separately?
    Anyway, this is a nice campaign. Absolutely one of a kind! Cheers!


  3. Ahaha! Ok, that bluetooth bottle opener is both genius and a horrible, horrible thing. Nothing like letting the world know how many beers I drink down, and then having other bad influence friends showing up to have me drink more. Although I do think the idea is hilariously awesome. The beer buying app is pretty nice though. I can see myself using it to buy a few friends a beer when I’m tuck at work, or if someone is having a party even from across the US and I can’t attend at the time. Of course, true, I’d much rather be there to buy them the beer in person :).


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