Should Alexander Keith's implement this marketing campaign??

Alexander Keith’s is one of the best beers I've ever personally tasted but there's one problem.  Social media wise they aren't very active.  They don’t have a huge following on Facebook & Twitter and don’t even have an Instagram page.  They need a marketing campaign to help bring their popularity up and help their social media pages circle the net.  Here's my idea!

The Idea

Keith’s should create a 2 part campaign.  The first part is for fans to choose between new flavours of beer.  They vote by clicking on the link that will be posted on Facebook & Twitter. Then when they vote for a flavour, the post is shared or tweeted on whichever social media page they chose to click with.  This will help reach out to a wider audience. The more shares/tweets a flavour gets, the better chance of winning. This campaign will run for 2 months. The prize is as follows: Whichever flavour is chosen, 5 people from that flavour who shared/tweeted the most will be randomly selected to win a coupon for a free 6 pack of the new Alexander Keith’s flavour at their local LCBO when it’s launched.  Now for the 2^nd part! Now that the flavour has been chosen, now is where the real fun begins. A campaign to create the new flavour Keith’s bottle design will run for 2 months until the end of July.  When a photo is submitted on the website, it will be posted on the newly designed Instagram account. They simply create a photo with the hashtags #AlexanderKeiths, #Canada & #Beer.  This will help the photos reach out to a wider audience to people who might be interested in the campaign.  Whichever photo receives the most likes by the end of 2 months will receive 10% of the beers profits during the remainder of the year(August-December).

The Audience

Beer lovers of course and people who want to try their hand at making some money for graphic design.

The Goal

I'm looking to create more traffic on Alexander Keith’s social media pages as well as their website.  The link to vote for the flavours and submit the design will direct them to the website.  Then it will be posted on the social media accounts.  We want people to share, tweet and like these photos so that their mutual friends see these posts and do the same thing.  I think this idea should be launched within a couple weeks so that the new flavour is launched by mid summer.  The summer time is when people get together and what better way to start the summer then with a new Alexander Keith’s flavour that you picked!

Let me know what you guys think of the new idea down below.  Would this be something you’d be interested in? If you have any campaign ideas that could help launch Alexander Keith’s into social media stardom we’d love to hear them!

Coors Light vs. Guinness on Youtube

Coors Light Canada posts a new video or commercial on Youtube 1-4 times per month. Sometimes it is a similar commercial or video to another one featured in French.

Guinness has posted many videos in the last couple of months, a bunch on the same day. Roughly 6 per week sometimes more.

Coors Light posts commercials about their beer as well as their events. The videos are loud and exciting and fun!

Guinness posts videos about their beer, not so much about events they hold.

One series they posted is called Guinness Brewing Insights. In these videos there are different people who work for Guinness talking about their beer, ingredients, quality and history. Although the commercials are well done, they are much more informative and less entertaining than some other beer brand's videos. 

It is evident that the two brands are targeting different demographics when looking at their video styles. 

The description area on Youtube for Coors Light can go one of two ways: 

Either it has virtually no information or one sentence about what’s in the video, 

or it has links to all of its social media pages and the Coors Light official website as well as a short description of the video. They also utilize keywords and hashtags such as #mysterymansion in their description.

The description section for Guinness can be a summary of the information they discuss in the video, or an actual part of the script from the video. They use keywords such a St. Jame’s Gate, lager, beer, Made of More.

Coors light had 365,113 views, 89 likes and 30 comments on this video about what actually goes on inside the Coors Light Mystery Mansion.

I believe this video was so successful because, as the name suggests, it unveils the big secret of what goes on behind the doors of the Mystery Mansion. It’s a great video that shows how fun and awesome winning this experience would be and builds the hype for this contest that runs annually.

Guinness’s most watched video was the Guinness Nitro IPA“The Widget” video which had 804,143 and rightfully so. This video shows the science behind this brand and how they put a ping pong ball with a hole in it, filled with liquid nitrogen, inside each can and the describes the effects of that on each beer. It is really interesting and super high tech. It is surprising that it only has 56 likes, because who doesn’t think that’s awesome? 12 comments were made about this video. 

Bud Light vs Heineken on Twitter (2)

Bud Light vs Heineken on Twitter

Bud Light

·         Bud Light tweets about twice per day.

·         They do not use the 50/50 rule.

·         Their content consists of .gifs, pictures, and fun videos casting their promotion campaign actors Seth Rogen and the other members of the “Bud Light Party” (their current promotion campaign).

·         Their most successful tweet was the following:

·        

·         In this tweet, they posted a video comparing the “Bud Light Party”, a made up political party that essentially stands for everything that the Bud Light brand stands for. Within the video they talk about how America is a home to many different races and cultures. Through this video, Bud Light is delivering that message through a comedic approach, trying to engage all cultures to enjoy their product. Aside from the positive message, another contributing factor to this tweet’s success is the quality of the video; it incorporates cinematic shots, bright colours and three well-known actors. The result of all of these factors is a well-made video that targets their chosen demographics well.

·         The tweet received 62 retweets and 369 likes.

Heineken

·         Heineken’s Twitter page has a lot more content than its Facebook page. Within its page it has many videos, pictures and tweets. They tweet intensively, tweeting almost every 3 hours.

·         Their tweets follow the 50/50 rule; they have a wide range of content topics, ranging from sport highlights, viral videos, tweets regarding pubs and Heineken’s “interests”.

·         Out of the last 25 tweets, the most successful one was the following:

The tweet received 85 retweets and 98 likes. The reason for its success was because of its integration with the Soccer Tournament in Europe. Heineken has positioned itself as an international brand with an interest in soccer. Heineken often sponsors sport events, predominantly soccer. As a result, Heineken has a strong soccer fan community following them on Twitter and therefore this soccer related tweet has been a success.

Fan Pages of Alexander Keith's

Fan pages are a great way for consumers to almost get a second opinion on a product.  Sure the actual product website says its good, but when a there is a page dedicated to how it’s great or fun photos about the product, it’s almost like a testimonial. This blog is solely dedicated to fan pages of the great beer of Alexander Keith’s.  What can you expect on these pages and where to find them!

https://www.facebook.com/alexander.keiths.94

What’s it about?

The blog above is actually pretty witty.  It’s a Facebook account set up to make a bottle of Alexander Keith’s look like a human.  Posting photos of the Keith’s bottle out with friends, or smoking a cigarette.  It’s something you don’t see often and I really enjoy these types of pages. 

Why should you check it out?

It’s humorous and witty.  It makes Alexander Keith’s seem more personal than a bottle of beer should seem.  It makes you think of fun times or goofing around, why not have a Keith’s in your hand while you do it?

http://www.beeradvocate.com/beer/profile/6994/?view=beers

What’s it about ?

It’s a beer review blog for Alexander Keith’s! From the main page you can scroll down and look at the writers reviews of all different types of Alexander Keith’s, plus readers comments.

Why should you check it out?

Why not?! If you are tired of the same old Keith’s or have simply never tried any Keith’s, check out the reviews on which types you should spend your money on!

https://www.tumblr.com/tagged/alexander-keith's

What’s it about?

It’s a Tumblr account of photos that Alexander Keith’s has been tagged in.  Nothing too informative but there are some cool photos of people at events or nice shots of the beer itself.  If you check out this page, I guarantee you’ll be thirsty for a Keith’s!

Why should you check it out?

It’s cool to see people posting Alexander Keith’s photos from all around Canada and other parts of the world.  If you are a fellow Keith’s lover, it makes you feel connected with other people.  It’s always great to find people who love something as much as you do right?

There are tons of pages dedicated to Alexander Keith’s but I felt these were the top 3 all you Keith’s lovers or potential lovers should know about! Comment below if you know of any other great review or fan pages regarding the Halifax brewski!

Coors Light vs. Guinness on Facebook

Coors light often posts inspirational pictures about “Climbing your mountain”. Some pictures are literally mountain themed. Others are more figurative. They also post pictures of their beer using actual beer bottles, cans, boxes etc.

 Recently they posted a promo in collaboration with Uber. The redeemer would receive a $20 discount from Uber when using the promo code (CoorsLight16) if they were a first time Uber user. This also promotes the beer company as being responsible and caring about their customers.

              

 Lately Guinness posts a lot about St. Patrick’s Day. Many posts about enjoying beer with friends are featured. They also post pictures of their beer in glasses and their new blonde beer which they are putting a lot of emphasis toward in their advertisements.

Coors Light and Guinness both employ the 50/50 rule in their Facebook marketing strategy.

Keywords utilized by Coors Light are Climb On, mountains, refreshing, and beer.

Key words for Guinness are Guinness, beer, pint, blonde, enjoy, and friends.

Coors Light’s Valentine’s Day post was their most popular recent post. It pulled in a whopping 6.3 thousand likes on Facebook!

      Guinness has 5 thousand likes and 1,200 shares for its 2 weeks till St. Patty’s Day countdown post. Guinness fans are excited about this annual celebration.

I feel these two posts were successful because they had to do with major special occasions. Both Valentine’s Day and St. Patty’s day are occasions that apply to a great number of people. By including them in their posts these brands show that they care about the same things as their consumers. They are also fun days so it showcases the fun and loving sides of these brands.