kona slides (with links)
TRANSCRIPT
Kona Brewing Co.Will KanellosAllison LandrumEli OuelletteRafael Ramirez
Kona rewards you a Hawaiian
getaway.
most important message:
AUDIENCE Craft Beer Drinkers
males70%
females30%
gender
age
21-246%
25-3424.3%
35-4425%
45-5421.7%
65+8.5%
55-6414.5%
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”
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
RADIOhttp://youtu.be/Ua_viA53WQM
http://youtu.be/8rvEfVpbH20
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
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SOCIAL MEDIAhttp://youtu.be/GRh0PZ21iCc
http://youtu.be/j7Ki7h7q3Yo
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• Introduce weekly contest prompts• Best user-submitted videos• Post projection site experience videos
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• Follow city lists (created by Kona profile) • Earn badge after checking at each venue on a list• Another way to share with friends locationally
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Text
Kona Brewing Co.’s Lists
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• Support main site • Promote contest, redirect to vote• Start conversations, don’t just reply and RT
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