kona slides (with links)

Kona Brewing Co.Will KanellosAllison LandrumEli OuelletteRafael Ramirez

Kona rewards you a Hawaiian

getaway.

most important message:

AUDIENCE Craft Beer Drinkers

males70%

females30%

gender

age

21-246%

25-3424.3%

35-4425%

45-5421.7%

65+8.5%

55-6414.5%

OUTDOORVirtual Hawaii Projections• Hawaiian action scene pouring out of Kona bottle• Hula dance, beach scene, etc.• Scene change every 30 seconds

• Motion-detecting technology (think Xbox Kinect)• Participant stands in the Kona Zone• Projected within Hawaiian scene

WHY?• Encourages audience engagement - “Pau Hana”

OUTDOOR

http://youtu.be/QRbkZpY_HUQ

RADIOPau Hana Timeout

• Timed for after work commute - “Aloha Friday”• Serene Hawaiian sounds • Turns the listener’s location into a Kona Zone• Block placement on many stations• Several versions to avoid overplayed feeling

RADIOhttp://youtu.be/Ua_viA53WQM

http://youtu.be/8rvEfVpbH20

SOCIAL MEDIAKona Zone Challenge

• “Show us how you reach Pau Hana”• Earning the reward - some playful, some serious• Weekly prompts, 3 months total timespan• Top videos win a luau sponsored by Kona

•Messages focused on location--Hawaii anywhere

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SOCIAL MEDIAhttp://youtu.be/GRh0PZ21iCc

http://youtu.be/j7Ki7h7q3Yo

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• Introduce weekly contest prompts• Best user-submitted videos• Post projection site experience videos

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• Follow city lists (created by Kona profile) • Earn badge after checking at each venue on a list• Another way to share with friends locationally

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Text

Kona Brewing Co.’s Lists

SOCIAL MEDIA

• Support main site • Promote contest, redirect to vote• Start conversations, don’t just reply and RT

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