V8 Interactive1 - BECK’S ON LAUNCH – 360 LIVE
Category: Most Experimental & Innovative Campaign
Client: Beck's Romania
Year / Domain / Status: 2016 / Drinks/Alcohol / Shortlisted
TARGET & INSIGHT In order to launch the platform by capturing its essence - experiences defined by the target's needs of NEW, NOW and HERE coordinates - and create buzz in the crowded digital landscape, we needed an innovative approach. One that was never made, one that can make a disruptive statement, one that can both deliver the message and create a memorable experience for our young target (18-25 y.o.). THE SOLUTION We launched the platform with a digital live event with live streamed performances. The live performances were made by music bands and urban artists to capture the 3 communication pillars of the platform (music, going out and trends). REASON WHY We wanted to deliver fresh and unconventional experiences in real time, to bring users closer to Beck's ON essence, to give them a sample of the content and the experiences which the new platform will deliver to them on the long run. In an unconventional and surprising way.Execution:
IDEA We wanted to focus on delivering fun and live experiences to our target so we invited 36 artists (music bands, music performers, DJs, illustrators, graphic designers, urban designers, riders, skaters, tattoo artists, gamers, photographers, 3D specialists, artisans etc.) to make live demonstrations of their work, for 360 minutes. NON-BRANDED TEASING Before the actual event, we had a non-branded teasing campaign: one week of announcing a big digital live event that will take place on a website, on a Monday afternoon. The teasing was focusing on a promo video showing some of the artists that will perform live only illustrating the word "FUN" in their personal way - by singing, drawing, 3D projecting or manufacturing it. Alongside with the video, we opened a non-branded Facebook page and Facebook event where we posted gifs and messages from the artists involved in the live event. THE 6 HOUR LIVE EVENT On the day of the LIVE event, the teasing ended and we announced the Beck's ON launch, inviting people on a landing page on the new Beck's platform to see 36 different perspectives of fun: 360 minute of live streaming with their favorite artists. The live streaming sessions were made via Periscope, the mobile app powered by Twitter, giving users the opportunity to enjoy the experience both on Beck's platform and Twitter and interact naturally with live content (comments, hearts/likes, share).