captain remix campaign 09_final

CAPTAIN REMIX CRAFT BEERCAMPAIGN STRATEGY

NOVEMBER 2014

BACKGROUND

COPYRIGHT © 2014 COHN

DON’T TELL MOM TOPSY TURVY DICHOTOMY EXPERIMENT

In October, a group of us at COHN decided to embark on a little creativity experiment. No

rules, no budget restrictions…just a chance to let our imaginations go. Using Creativity

expert Michael Michalko’s theory that putting random things together productively

stimulates our brain cells, we mapped our experiment around trying to connect the

unconnected. The goal: liberate our minds and allow them to forge new connections that

can lead to surprisingly original ideas. We dubbed the initiative the “Don’t Tell Mom” Topsy

Turvy Dichotomy Experiment and adopted #CaptainRemix as our mascot.

SUMMARY

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CREATIVE BRIEF

We started with a creative brief to set the stage. Who are we talking to, what are our goals,

why are we doing this:

TARGET AUDIENCE: Colorado “Indulgence” Industries:

• Craft brewers

• Distillers

• Dispensaries

GETTING STARTED

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CREATIVE BRIEF

WHAT DO THEY CURRENTLY THINK?

• COHN has little awareness with local SMB’s so many have no preconceived opinion of

COHN

• Those who are aware of COHN think we work almost exclusively in the retail real estate

sector

• COHN is an ad agency or PR agency – little understanding of what it means to be

integrated

WHAT DO WE WANT THEM TO THINK?

• COHN finds solutions for any client challenge no matter how seemingly unrelated.

• When COHN approaches a job, we look at it from all angles – brand, PR, social, digital and

traditional marketing

• COHN may not invent the wheel, but we make it better – we are a progressive company…

not an “innovative” company

• We have fun while maintaining the upmost professionalism

GETTING STARTED

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CREATIVE BRIEF

WHAT IS THE CAMPAIGN?

One (or all) of these things is not like the others. What does beer have to do with a rubber

chicken or wine with Godzilla? We are about to find out. COHN challenges our audience to

vote on one topic from each list. In two short weeks, COHN will take these two “unrelated”

items and create and execute a comprehensive campaign based solely around these ideas.

Because at COHN, we find solutions for any client challenge no matter how seemingly

unrelated.

Welcome to The “Don’t Tell Mom” Topsy Turvy Dichotomy Experiment.

GETTING STARTED

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GET INVOLVED!

COHN invited clients, friends, colleagues, strangers, media, etc. to help us identify our

campaign parameters. We identified two categories and launched a two-week poll to select

our “ingredients”:

GETTING STARTED

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WHAT ARE WE DOING?

WHAT ARE THE “UNRELATED ITEMS”?

After counting nearly 100 votes, the public had spoken:

CAMPAIGN FOUNDATION

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BEER PINK TELEPHONE


DON’T TELL MOM TOPSY TURVY DICHOTOMY EXPERIMENT

With our marching orders in place, we took 10 days to ideate and articulate an abbreviated

version of a brand strategy and snapshot of a plan. If only we had the client and unlimited

“fantasy” budget!

MARCHING ORDERS

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INTRODUCTION


WHO ARE WE WORKING FOR?

Client: Captain Remix Craft Brew

Product: Captain Remix Beer

Competitors: Breckenridge Brewery, Odell Brewing Company, Bell’s Brewery

CLIENT

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“LETS GIVE THEM SOMETHING TO TALK ABOUT”

Hearsay, chatter, talk…this fuels #CaptainRemix and motivates better beer and better

experiences.

When we think of a pink telephone, we envision Doris Day in Pillow Talk, Gladys Kravitz

spying on the Stephens in Bewitched, a pre-cell phone era teen stretched out on her bed

have a gossip session with her bff.

The pink telephone becomes both a metaphor for “I’ve got something juicy to share” and

the literal function of communication - revamped for a digital-crazed world.

“Lets Give Them Something To Talk About” is an integrated marketing campaign focused on

listening to the customer, letting insiders in on our secrets and encouraging an ongoing

game of telephone amongst our customers.

CAMPAIGN CONCEPT

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INSIGHTS & INSPIRATIONS

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INSIGHTS STRATEGY RECOMMENDATIONS

People love to be in the know, part of something underground

Members only community

Influencer outreach

Mobile App

Pop up parties

Game of telephone / word-of-mouth program

Blogger strategy

Social listening plan - online monitoring

Social sharing

The Scarcity Principle: When options are scarce, what’s available becomes much more attractive.

Limited availability product & points of sale

Collectors items

Make product launch an affair - bring legitimacy / excitement to each product

Making someone feel as if they're the only person in the room isn’t just good social intelligence, but very effective communication.

Customized experiences / communication

Localize the product

iBeacon integration with mobile application

Capitalize on local places, history, events

Retargeting campaign

Colors, music, smell impact emotion and sales

Use color and music in unexpected ways

Embrace pink = creative/imaginative/caring

Become engrained in the music and festival scenes

CAMPAIGN


CAPTAIN REMIX BRAND STRATEGY

AWARENESS PROGRAM

PINK TELEPHONE APP & IBEACON

SOCIAL LISTENING

CAMPAIGN ELEMENTS

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REMIX’S STORY


BRAND STRATEGY

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WHO IS OUR CLIENT?

CAPABILITY: Brand Strategy

DESCRIPTION: We started by creating a company and product – Captain Remix Craft Brew

– to build our campaign around. That was the easy part. Now the hard part. What is Captain

Remix Craft Brew all about? We of course have our Captain Remix mascot but brand goes

far beyond a logo—and those fashion forward antlers.

What is Captain Remix Craft Brew? What is its personality? What is its story? Who is its

customer? What makes it unique? Using the COHN super secret brand formula, we

developed an abbreviated version of a brand strategy (we aren’t going to give away ALL of

our secrets) to help funnel our ideas and better understand our fictional client.

>STRATEGICBRANDANALYSIS

>BRAND STRATEGY ANDARCHITECTURE

>BRAND EXPRESSION

>INTERNAL BRAND ADOPTION

>LAUNCH AND EXTERNAL BRAND ADOPTION

!BRAND MOMENTUM

Determine how the brand will support the business strategy by fully understanding the current situation.

Articulate the brand vision. Develop clear, strong brand distinction.

Invoke the feeling of the brand shift through copy tone and voice as well as visuals to increase understanding and engagement.

Cultivate buy-in and internal advocates for the change via clear, accessible communication.

Launch strong brand messaging to customers, channel partners, investors and the media.

Ongoing strategy planning, measuring and adjusting for maximum market penetration.


OUR BRAND PROCESS

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BUZZ & AWARENESS


BUILD CONSUMER CURIOSITY

CAPABILITY: Stunt Marketing

DESCRIPTION: Reach people at a personal level and build consumer curiosity, before

Captain Remix product is revealed:

• Local Events: Recruit a street team to wear Captain Remix’s signature oversized antlers at

highly attended events; e.g., sporting events and festivals

• Everyday Touch-points: Chalk artists will perform live art on sidewalks at popular

pedestrian areas during high-traffic times. Think 16th Street Mall in Denver, during the

lunch hour or in the evening on 6th Street in Austin. Art will reflect the key images and

words from the brand strategy, without divulging the product.

When asked what they are promoting, the street team will only repeat the brand tag and

pass out antlers along with the website listed on a tag.

The pre-launch campaign will push those who are curious to social media platforms where

they will receive clues about the launch party.

Media will receive antlers and will be invited to follow the campaign, and watch the

feedback from curious consumers.

AWARENESS CAMPAIGN

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LAUNCH

CAPABILITY: Experimental Marketing

DESCRIPTION: Leading up to the launch event guests will have received clues and chances

to engage on social media. Participants in the social media campaigns will be rewarded with

a private launch party event. The party will be accessible only to those who have the correct

code.

• Location: Oversized British telephone booths will be located along the sidewalk leading up

to a bar. The event will be in a location that is unexpected; e.g., a basement that has not

been opened or a back room that is not typically open to the public. Think of The Vault in

Denver: the basement houses the original vault.

• Aesthetics: The vibe will be a mix of experimental, meets victorian - think steampunk.

Unexpected combinations of food will be served. Vignettes that offer eclectic

performances that mix carni with Cirque du Soleil.

AWARENESS CAMPAIGN

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ONGOING ENGAGEMENT

CAPABILITY: Experiential Marketing

ROLLING OUT NEW BREWS

DESCRIPTION: Through social and online engagement the pink telephone game will be

teased. Those who engage with the brand will be given hints on where to find the pink

telephones—small toy telephones—at popular bars.

The person who finds the most pink telephones will be rewarded with naming the next brew.

His/her story will be a part of the brew’s brand story.

REWARDING LOYAL FOLLOWERS

DESCRIPTION: A Pink Calling Card will be offered to those who have earned awards through

social engagement. As a reward, they can sign up for Captain Remix Pink Telegram, where

they will receive a happy hour hosted Captain Remix himself at their office. Antlers not

required.

AWARENESS CAMPAIGN

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APP & IBEACON



CAPABILITY: Digital & Design

DESCRIPTION: #HackTheMenu has gained attention as the one-stop resource for all secret

menu items at fast food restaurants. What can we learn from this? People love secret stuff.

The Captain Remix Pink Telephone App lets customers in on all the secrets - from pop-up

brew parties to “insider” perks such as limited-time-only products, the pink telephone app is

a Captain Remix beer fan’s direct link to all the brew gossip.

In addition to general notifications, Captain Remix has placed iBeacons across the country

to tip off fans to new, cool and underground tidbits such as free admission to events or . For

example, we may place an iBeacon at TheBigWonderful in Denver. If you have the pink

telephone app and happen to come within 20 feet of the iBeacon, you will be the envy of all

your friends when you are sent a notification for a free stein of Captain Remix’s “Big

Wonderful” brew…custom brewed just for TheBigWonderful.


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SHHH, LISTEN


THE PINK TELEPHONE BRIGADE

CAPABILITY: Social Media

DESCRIPTION: If you want to be heard, you must listen. The Pink Telephone Brigade “PTB” is

a group of social media savvy folks who comb the inter webs looking to help and hydrate

craft beer lovers. Whether in New York City or York, NE, the PTB is listening to you.

PINK TELEPHONE BRIGADE

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THE PINK TELEPHONE BRIGADE - EXAMPLE

PINK TELEPHONE BRIGADE

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“How about #antlers?”

“#CaptainRemix…we literally have a beer called ‘Local Craft Beer,’ thx for

the shout out!”

“Love your grub. Have a craft beer on us. Tell them #CaptainRemix sent you!”

NEXT STEPS


BRAND EXPRESSION

After wrapping up our experiment, our senior art director couldn’t help but scream out “I

want to do a mood board, Remix beer logo and App design.” Stay tuned for our design

“bonus features” and seeing how Captain Remix Craft Beer and the Pink Telephone

Campaign comes to life!

DESIGN & DELIGHT

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THANK YOU!

CONNECT WITH COHNCOHN, INC.2881 N. SPEER BLVD. DENVER, CO [email protected]/COHNMARKETING

captain remix campaign 09_final

Marketing

aware of cohn

traditional marketing

preconceived opinion

retail real estate sector

little creativity experiment

unrelated items

cohncreative briefwhat

comprehensive campaign