kona slides (with links)

18
Kona Brewing Co. Will Kanellos Allison Landrum Eli Ouellette Rafael Ramirez

Upload: aelandrum

Post on 07-Jul-2015

435 views

Category:

Travel


4 download

TRANSCRIPT

Page 1: Kona slides (with links)

Kona Brewing Co.Will KanellosAllison LandrumEli OuelletteRafael Ramirez

Page 2: Kona slides (with links)

Kona rewards you a Hawaiian

getaway.

most important message:

Page 3: Kona slides (with links)

AUDIENCE Craft Beer Drinkers

males70%

females30%

gender

age

21-246%

25-3424.3%

35-4425%

45-5421.7%

65+8.5%

55-6414.5%

Page 4: Kona slides (with links)

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”

Page 5: Kona slides (with links)

OUTDOOR

http://youtu.be/QRbkZpY_HUQ

Page 6: Kona slides (with links)

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

Page 8: Kona slides (with links)

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

Page 9: Kona slides (with links)

SOCIAL MEDIA

Page 10: Kona slides (with links)

SOCIAL MEDIA

Page 11: Kona slides (with links)

SOCIAL MEDIA

Page 12: Kona slides (with links)

SOCIAL MEDIAhttp://youtu.be/GRh0PZ21iCc

http://youtu.be/j7Ki7h7q3Yo

Page 13: Kona slides (with links)

SOCIAL MEDIA

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

Page 14: Kona slides (with links)

SOCIAL MEDIA

Page 15: Kona slides (with links)

SOCIAL MEDIA

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

Page 16: Kona slides (with links)

SOCIAL MEDIA

Text

Kona Brewing Co.’s Lists

Page 17: Kona slides (with links)

SOCIAL MEDIA

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

Page 18: Kona slides (with links)

SOCIAL MEDIA