pabst blue ribbon: responsive social media by paul meyers

#SocialPro #12A @thepaulmeyers

SocialPro Conference – June 20, 2016

PABST BLUE RIBBONResponsive Social Media

PAUL MEYERSDIGITAL MARKETING DIRECTOR

WHY DOES THE SUPER BOWL MATTER?Pabst Blue Ribbon. Responsive Social Media

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BRIEF HISTORY OF RTM DURING THE SUPERBOWLPabst Blue Ribbon. Responsive Social Media

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BRIEF HISTORY OF RTM DURING THE SUPERBOWLPabst Blue Ribbon. Responsive Social Media

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SOCIAL MEDIA COMMAND CENTERPabst Blue Ribbon. Responsive Social Media

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PABST BLUE RIBBON’S COMMAND CENTERPabst Blue Ribbon. Responsive Social Media

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WHY TWITTER?Pabst Blue Ribbon. Responsive Social Media

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WHY TWITTER?Pabst Blue Ribbon. Responsive Social Media

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KNOW YOUR BRAND & HAVE A PLANPabst Blue Ribbon. Responsive Social Media

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THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaPRE-GAME:

• Let our fans know we’re getting involved in the #SB50 conversation

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THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaGAME TIME:

• CELEBRITY PLAY: When he’s not being paid…

Knowing that our competitors paid to have celebrities represent their brands in ads, we prepared organic images of these same celebrities drinking PBR

THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaHALFTIME:

• #BetterWaysToSpendHalftime

THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaTHE LAST WORD:

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THE RESULTSPabst Blue Ribbon. Responsive Social Media

TOTAL SOCIAL IMPRESSIONS: 22 MILLION

PABST BLUE RIBBON’S MOST ENGAGED TWEET OF ALL TIME

TOTAL SOCIAL ENGAGEMENT: • Over 12,000 mentions of Pabst Blue Ribbon during SB50

• Comparatively… #budlightparty received roughly 11,000 tweets and they paid over $5 million to advertise

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REACTIONS FROM CONSUMERSPabst Blue Ribbon. Responsive Social Media

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RULES OF SOCIAL ENGAGEMENT• Keep it Simple – “Don’t overthink it”

- A few words and a picture will do

• Have a Consistent Voice- Establish a brand voice- Speak consistently to your audience

• Know Your Audience- Let them drive the bus- Deliver meaningful content

KEY TAKEAWAYSPabst Blue Ribbon. Responsive Social Media