This Kingfisher Premium Promotion Rewarded Headbangers With Beer
Rahul Kalvapalle — May 14, 2014 — Marketing
References: kingfisherworld & socialsamosa
Indian beer brand Kingfisher Premium's headbang-triggered beer dispenser machine was one of the more peculiar attractions at the Great Indian Octoberfest, an annual beer and music festival held in the city of Bengaluru. The machine allowed beer-loving rock-and-roll fans to combine their twin passions.
Attendees had to log onto their Facebook accounts, strap on a special helmet that detects head movements and headbang in front of the beer vending machine. Each individual had to headbang as much as they could in a span of 30 seconds -- the faster their headbangs, the greater the amount of beer dispensed.
A series of dizzying headbang sessions followed, with some people walking away with as many as six cans of beer at a time (and stiff necks, no doubt). Nearly 100,000 headbangs were generated in only three days, and the YouTube video that captured the campaign makes for pretty hilarious viewing.
This fun and engaging initiative is a great example of how online brand engagement and awareness can materialize from an experiential, real-world campaign.
Attendees had to log onto their Facebook accounts, strap on a special helmet that detects head movements and headbang in front of the beer vending machine. Each individual had to headbang as much as they could in a span of 30 seconds -- the faster their headbangs, the greater the amount of beer dispensed.
A series of dizzying headbang sessions followed, with some people walking away with as many as six cans of beer at a time (and stiff necks, no doubt). Nearly 100,000 headbangs were generated in only three days, and the YouTube video that captured the campaign makes for pretty hilarious viewing.
This fun and engaging initiative is a great example of how online brand engagement and awareness can materialize from an experiential, real-world campaign.
Trend Themes
1. Experiential Marketing - The headbanging beer campaign demonstrates the power of experiential marketing to engage and entertain consumers.
2. Social Media Integration - The use of Facebook accounts to log in and track headbangs showcases the growing trend of integrating social media platforms into brand activations.
3. Gamification - The beer dispenser machine incentivizes participants with more beer based on the speed and intensity of their headbangs, leveraging the trend of gamification in marketing.
Industry Implications
1. Food and Beverage - The headbanging beer campaign presents an opportunity for breweries and alcohol brands to create unique and interactive experiences that resonate with their target audience.
2. Event Planning - Event planners can take inspiration from this campaign to incorporate interactive and engaging activities that enhance attendee experiences at festivals and events.
3. Social Media Marketing - The integration of social media platforms like Facebook in the headbanging beer campaign highlights the potential for social media marketing agencies to create interactive and shareable brand experiences.
2.3
Score
Popularity
Activity
Freshness
