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drinks Yearbook 2010

drinks yearbook | 67 Chart 2: Australians’ most trusted sources of recommendations when making purchase decisions offi cial advertisement created by Carlton United Breweries. But scroll down and you will also fi nd dozens and dozens of consumer generated parody ads along with the offi cial advertisement that was created by the beer giant. Although it was created in the very fl edgling days of social media and viral campaigns, Carlton’s ‘Big Ad’ still stands the test of time and has created more discussion than any other advertising campaign for the Australian beer market over the past four years (in forums and on YouTube). Let’s look at a more recent campaign for iconic beer, Victoria Bitter. In July 2009, Foster’s launched a campaign called ‘The Regulars’ to present the product as a beer for everyone, not just the working man’s beer. In the month that the campaign ran, the number of online mentions of VB ads increased by 500 per cent and had a corresponding positive impact on sales. When consumers start passing along a video of an advertisement to their mates or talking about a brand online as a result of seeing an advertisement, it’s no longer just about incremental reach. It becomes all about consumer engagement, and ultimately consumer advocacy. Tapping into consumer networks and driving positive engagement with your brands lies at the heart of unlocking the full potential of social media. Chart 1: To fund social media marketing, many business’ are re-distributing their marketing spend Expanding their marketing budget 33.2% Allocate funds away from other marketing activities in order to fund social media activities 44.0% Both 22.8% Total 100.0% Source: Nielsen Global Consumer Survey, April 2010


drinks Yearbook 2010
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