d pa community-joepiler2011
TRANSCRIPT
Brand essence:
Reinforce
what men want
Objective
Make our brand even more important
In the lives of young men
Strategy
Be present when young men
enjoy life & music
2009 - 2010
= strong festival activation 5 big activations with
“Joe piler saloon” Distributing Jupiler hats
Strong visibility Festival calender on
JIMtv
2009 - 2010
From Festival activation
2011
To
Music platform
Partnership with:
Goals 2011More than 75.000 fans
Claim music & festivals
Search for Joe Piler Crew
Contests – Marketing integrations
2011: Music Platform
Search Crew
April - September
April - July June
TicketfestivalSponsoring festivals
2011: Music Platform
April - September
Sponsoring festivals
Branding festival editorial content• National • International
Sponsoring festivals
Recrutement facebook fans
Sponsoring festivals
2011: Music Platform
Search Crew
April - July
Phase 1: Recruteme
ntApril
Phase 2: Voting
May
Phase 3:
Final gameJune
Joe Piler Crew How it worked
• Subscription page• Call to action
− Editorial− Advertising− Social media− Jupiler site− Jim TV
1. Recruting2. Voting3. Final
I'm a poor
lonesome
cowboy, far
away from
home
I can drink like a sherriff and
dance like a rodeoclown
Omdat ik als vrouw weet waarom!
Joe Piler Crew How it worked
• Letter of motivation• Picture• First selection• 364 candidates
1. Recruting
U vraagt waarom ik
de ideale kandidaat
ben? ik antwoord
met de woorden;
grappig, feestbeest
en werker! Meer
hebben jullie toch
niet nodig?!
Tot de
selectiedagen ;)
Omdat ik van muziek en plezier hou en als ik die 2 liefdes samen kan combineren als vakantiejob zou dit de beste vakantie voor mij kunnen worden!
2. Voting3. Final
Joe Piler Crew How it worked
• Joe Piler Casting Day− Interview & Fotoshoot in Joe Piler Outfit
1. Recruting2. Voting3. Final
38 selected for Phase 2: Voting
Joe Piler Crew Vote for your favorite Joe Piler Girl
1. Recruting2. Voting3. Final
Become a fan
Vote
Win festivaltickets
Joe Piler Crew Voting page Call to action
• Editorial• Advertising• Jupiler site• Social media
1. Recruting2. Voting3. Final
Joe Piler Crew Candidates call for votes through social media
1. Recruting2. Voting3. Final
Joe Piler Crew 17 finalist compete for
the ultimate student job• 5 short television programs on• Every week in June• Battle between candidates
1. Recruting2. Voting
3. Final
Joe Piler Crew Announcing
programmes:• Integration site• Social media
1. Recruting2. Voting
3. Final
2011: Music Platform
June
Ticketfestival
Ticketfestival 10 days:
“Win festivaltickets every day”
Powered by
Become a fan
Different festival every day
Multimediacampaign
Cobranded layout
Ticketfestival Win festival tickets
• Contest page• Cobranded
multimediacampaign
Results
subscriptions
364votes
3.354pageviews
photo galleries
309.845pageviews
festival content
4.317.508Extra fans
75.000Unique visitorsfestival content
1.362.894Participantsticketfestival
30.181
From 50.000 to 125.000
