Home Draught campaign

Introduction

We’re a digital agency that amongst other things, works on brand advocacy campaigns

We’re proud of our own work but we also pay attention when we see examples of other people’s work in a similar space

This is a series of screen grabs from an advocacy campaign that launched recently in the UK

The campaign is designed to promote word-of-mouth around a new beer product to hit the market: Home Draught

It’s an ideal product for WOM marketing – by its very nature it’s a social product, something you are likely to see at parties and share with friends

With Facebook ads you can very accurately target your audience. The Home Draught marketing team were able to target me: a male, aged 37 who enjoys a beer every now again.

This is the landing page you come to from the Facebook ad

Registration form. Normally, asking for all this personal info would put people off. But they know they can get away with it because they know I want free beer. Note they also ask me to opt-in to their mailing list.

They sent me a validation code to my mobile which I have to enter here. Not clear why this is. Perhaps to prevent people from applying more than once? Or to verify that I have given my true mobile number?

The promotion focuses on holding an event with a few friends. I have to have an event and invite friends in order to get free beer. Damn. I will have to share it after all.

An email confirming my social event and prompting me to the next step: invite my friends

This is the clever bit. Using Facebook Connect I can invite my friends right off Facebook. It makes it easy for me whilst also causing me to post a message mentioning the brand on all my friends walls.

With this type of promotion, you need to think about planning! This is the sad email that I got because I was too slow to invite my friend. Note they are still offering me stuff to keep me interested and not too saddened by the beer running out.

The Home Draught Facebook page