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 7^th, 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.