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Kingfisher launches #KFBeerInventions digital campaign

In true
Kingfisher style, India’s premium beer brand got the party rolling on International
Beer Day with a cool innovative campaign on Twitter. Kingfisher conceptualized
a whacky initiative to enthuse fans on their digital platform, giving them an
opportunity to showcase one’s inner creative genius.

In true
Kingfisher style, India’s premium beer brand got the party rolling on International
Beer Day with a cool innovative campaign on Twitter. Kingfisher conceptualized
a whacky initiative to enthuse fans on their digital platform, giving them an
opportunity to showcase one’s inner creative genius.

Leading up to
the International Beer Day on August 7th, fans were urged to come up
with an imaginative, quirky invention or a gadget, infused with a key element
– ‘Kingfisher Beer’. Lapping on to the opportunity to turn into
innovators, the beerheads tweeted their most quirkiest and ingenious ideas
using #KFBeerInventions. 

From beer being
sent via emails, to machines that could turn Mondays to Sundays with beer, the entries
were wackier and imaginative than ever. Kingfisher then analyzed the entries at
the Good Times lab as leading brewtists gave life to the quirkiest ideas
through GIFs. With over 200 entries received in less than 2 days, Kingfisher’s
twitter page was filled with quirky images, GIFs and vines.

The campaign was
conceptualized by Kingfisher’s Digital team in association with their
digital agency 22feet, with an aim to provide consumers with unique and
engaging experiences on International Beer Day.

Samar Singh Sheikhawat, Senior VP Marketing, United Breweries Ltd said, “We
conceptualised #KFBeerInventions, keeping in mind our primary standpoint – to
generate interactive and humorous content that conveys the message of The Good
Times. So this International Beer Day, we asked our community to tell us
what beery invention they would love to see coming out of the Good Times Lab,
with #KFBeerInventions. These tweets were then converted into real-time
GIF illustrations with handle attribution to the contributor.”

When asked about
the reason behind selecting Twitter as the medium, the Samar said, “Twitter
is a very dynamic as a platform and offers quick real time responses
to any activity/campaign which require user engagement. Also the community is
very vocal when it comes to voicing their opinion, thoughts and creative
thinking, which makes it the ideal choice.”

The
campaign received over 7, 00,000 impressions on Twitter and saw greater
engagement with the GIF content, which was created based on 10 winners. The 10
best and most wacky #KFBeerInventions were chosen to be animated and turned
into GIFs to share with the community.

“Our main
filters for any campaign run on digital are – A) is it fun and does it provide
Good Times to the community?  B) Is it as 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.” added Samar. In a
short span of time the campaign reached out to 1 million +users across social
platforms.

With the number
of platforms that serve video content today from YouTube to Whatsapp to
Dubsmash to Vines, the amount of time spent on video is increasing every day.
The real challenge for brands is to get noticed & standing out from the
plethora of content available every day. #KFBeerinventions campaign was
one such initiative, which provided an interactive and humorous
engagement, while at the same time conveyed the Good Times message.

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