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 Grolsch.nl. 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 Grolsch.nl & Facebook
The online platform on Grolsch.nl 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 Grolsch.nl. 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
Free publicity in 'De Wereld Draait Door' tv program