Grolsch 'Column contest' activation
Grolsch is one of the biggest beer breweries of the Netherlands and one of its brand values is true character. The brand does encourage cultural creativity like music, arts and writing. We came up with the idea to let people have a chance to become a columnist for 'Nieuwe Revu', a weekly magazine. Contestants could enter their column on To promote this contest we got four acknowledged writers to kick of the campaign with writen columns in the magazine as well as video columns. Smart P.R. got the (hilarious) video column of writer Herman Brusselmans in the biggest TV-show in Holland: De Wereld Draait Door.
Promotional columns in Nieuwe Revu magazine
The four writers who promoted the contest were: Herman Brusselmans (novel writer), Faberyayo (Pepijn Lanen, musician), Alex Boogers (Novel writer/Martial arts expert) and Eddy Terstal (film director). They got their written columns accompanied by promotional copy and Grolsch branding. A QR code led smart phone users directly to the video column.

Click here to see full size image
Online campaign on & Facebook
The online platform on and facebook/grolsch where the centre of the campaign. Video's of the well known columnists could be watched and contestants could enter their column on When the register period was over visitors could give their favorite columnist a vote with by giving a 'like' on the Grolsch facebook campaign 'tab'.

Click here for a screencapture of the campaignsite
Writers video columns
Best way to read a column is to hear it being read from the writer. Al least more entertaining than just a page in a magazine.
Credits video:

Click here for the column of Faberyayo , Alex Boogers or Eddy Terstal
Free publicity in 'De Wereld Draait Door' tv program
A Wet dream for every marketeer: Your brand being promoted in the biggest TV-show. We got the job done by hitting the right note, after all this is not a standard activation.

Click here for a fragment of the TV-show | Click here for the complete column of Herman Brusselmans