Canadian beer drinkers are responding to the TV campaign to join in the celebration of Alexander Keith’s birthday by going to Facebook and signing one of his free ecards. As of this morning, the Keith’s facebook page had picked up over 50,000 fans, with over 12,000 signatures on 3,000 birthday cards. It is one of the most successful marketing campaigns of the year, and a great example of a cross media campaign that uses social media to connect with people online.
The marketing teams for Keith’s and its parent firm Labatt’s have hit a home run by engaging beer fans to interact with their brand, and to enable a viral campaign as they share news of the contest with their online friends.
The Alexander Keith’s brand has long been steeped in tradition, and the maritime beer drinking spirit of good times. A few lucky winners of the contest get invited to travel to a big party, and thousands more dream of winning a prize.
Some marketers are looking for even more engaging campaigns where fans not only type in their comments, but also add in their pictures and videos – perhaps even mashing up their personal content with the brand contest content. The recently released Mashup Arts application for videos cards and social cards, or the Animoto application with its pro image effects can backstop these campaigns.
Expect to see many more variations of these cross media campaigns as first movers take advantage of these social media techniques to connect with their customers.