WHAT’S GOING ON?
Murphy’s volumes were down, recruitment for the brand was suffering because stout was becoming less relevant to young men, who were spending less time pubs
Murphy’s When It Rains It Pours DESIGNING FOR THE COLLECTIVE
We hyped up the launch of the campaign by seeding the humorous viral video on relevant Cork websites that reflected the sense of humour in the ad. This generated a huge amount of online conversation, with people posting and tweeting their photos of their redeemed free pint. These posts were then used to promote the campaign through sponsored posts on Facebook, creating further contagion on social media. We built a community of advocates throughout the campaign, who were more than happy to share their positive brand experiences with fans and friends.
WHY DOES IT MATTER TO PEOPLE?
Summer 2012 was shaping up to be one of the wettest, particularly in Cork. Murphy’s wanted to give something back to their drinkers to cheer them up!
DELIVER TO THE INDIVIDUAL
HOW DID WE ENCOURAGE DISCOVERY AND LEVERAGE MOBILITY & PLACE?
We needed to drive downloads of the app, so we focused on delivering these through mobile activity. If we could get the app into young men’s hands, then they were likely to claim and redeem a free pint . We used mobile text advertising to target young men in Cork with smartphones. We sponsored in-pub free wifi across Cork, we targeted users with the message to download the app and claim their pint straight away at the moment of choice. We sponsored site Peoplesrepublicofcork.com, we were able to target our ads to content of similar humour so our message appeared in relevant spaces where our audience were searching.
OUR IDEA
We needed to get Murphy’s back in drinkers hands, and get them talking about the brand. We put Murphy’s at the centre of everything great about Cork. We created an app, but with a Cork sense of humour,
HOW DID YOU CREATE CURRENCY, CONVERSATION, CONTENT & COMMUNITY
WHAT HAPPENED
HOW DID WE CONTRIBUTE TO GROWING CLIENT BUSINESS
The campaign achieved 13,585 downloads exceeding target by 70%. During launch week we reached no.1 in the iTunes download charts and the video was watched over 13,500 times on Youtube and Facebook. Facebook fans increased from 5,000 - 12,000 (+129%). A social listening report showed a surge in positive brand sentiment and brand mentions increased by 150%. Volume: A total of17,000 pints were redeemed during the campaign lifecycle .