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Tennent’sTennent’s
Online marketing/integration plan 2010
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AgendaAgenda
1. Summary of initial planning
2. Tennent’s online: the overall plan
3. 3 briefs: The Hub, T-Time and Hugh
4. The Hub: generic central brand area
5. T-Time: rewarding brand engagement
6. Hugh: integrating the main ATL campaign
7. Measuring engagement and effectiveness
8. April fool!
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Planning summary: the briefPlanning summary: the brief
1. Tennents.com should be a ‘generic central brand area’, a ‘hub’, connecting all activity
2. It should offer longevity and flexibility, and reflect Tennent’s personality and TOV
3. Entertain Robbie “on his terms, in his territory, online” – give him a reason to visit and a reason to come back
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Planning summary: key objectivesPlanning summary: key objectives
1. Drive reappraisal of the brand
• Raise awareness measured by 3 favourite brand score criteria
• Awareness-consideration-preference
2. Collect customer data
• Understand Robbie online better
• Build closer, constructive relationships
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Identifying objectives/engagementIdentifying objectives/engagement
Awareness Consideration Preference
ATL/integration of main campaign (top 3 brand score/reappraisal of brand)
Interaction on site Numbers registering
Drive traffic to conversion points on website (via display/search/social media)
Conversion to… Interaction with emails/social media
Time spent/depth of experience
Recommend a friend
Repeat visits Recruitment of panel
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Digital brief: Giving Robbie reasons to engageDigital brief: Giving Robbie reasons to engage
Irrepressible spirit
Irrepressible spirit
I’d rather be doing than watching
I’d rather be doing than watching
Tennent’s is a brand that helps
me make the most of my spare time
Tennent’s is a brand that helps
me make the most of my spare time
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Brief: Helping Robbie make the most of his spare timeBrief: Helping Robbie make the most of his spare time
Build on/make the most of existing activity
Use lots of little ideas and activities to build the brand around
Constant, ongoing content generation – UGC (shared ownership) and branded ‘slippy’ content
Refer to the hub to reinforce full range of activity
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Tennent’s online activity brief:1.Drive reappraisal of the brand
2.Collect data to build relationships
Tennent’s online activity brief:1.Drive reappraisal of the brand
2.Collect data to build relationships
Tennents.comGeneric central brand area, a ‘hub’ connecting all activity
Digital brief 1
Tennents.comGeneric central brand area, a ‘hub’ connecting all activity
Digital brief 1
ATL Hugh Tennent campaign
Awareness raising/brand reappraisal
Digital brief 2
ATL Hugh Tennent campaign
Awareness raising/brand reappraisal
Digital brief 2
MusicMusic FootballFootball
Tennent’s heritage
Tennent’s heritage
TITPTITP
Past festivals
Past festivals T-BreakT-Break Be ChilledBe Chilled
Scottishness/community
Scottishness/community
Old FirmOld Firm ScotlandScotland
Display advertising,
etc.
Social media/ t-time
Digital brief 3
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4. The Hub: a generic central brand area4. The Hub: a generic central brand area
1. Tennents.com should be a ‘generic central brand area’, a ‘hub’, connecting all activity
2. It should offer longevity and flexibility, and reflect Tennent’s personality and TOV
3. Entertain Robbie “on his terms, in his territory, online” – give him a reason to visit and a reason to come back
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5. T-Time: rewarding brand engagement5. T-Time: rewarding brand engagement
1. ‘T-Time’ = a mechanic that lives on the main site and in social media that gives Robbie a reason to:
• Visit
• Revisit
• Spend time with Tennent’s online
By helping him make the most of his spare time
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5. T-Time: rewarding brand engagement5. T-Time: rewarding brand engagement
2. In particular, we have to clarify:
a) How/where Robbie can sign up
b) What’s the ‘big incentive’?
c) What inspires re-visiting?
d) What inspires recommendations?
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How Robbie can earn pointsHow Robbie can earn points
1. Clicking through to the hub from an external source
2. Registering
3. Viewing videos/other content whilst logged in
4. Sending content on to friends
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What Robbie can exchange points forWhat Robbie can exchange points for
1. Music content/prizes
2. Football content/prizes
3. A good amount should be experiences (on and offline), rather than things
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6. Hugh: integrating the main ATL campaign6. Hugh: integrating the main ATL campaign
1. Support ATL campaign from the hub, give Robbie something:
a) To do
b) To talk about on- and offline
2. Clearly linked in to main objectives:
a) Drive reappraisal of the brand
b) Collect customer data
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7. Measuring engagement and effectiveness7. Measuring engagement and effectiveness
Awareness Consideration Preference
ATL/integration of main campaign (top 3 brand score/reappraisal of brand)
Interaction on site Numbers registering
Drive traffic to conversion points on website (via display/search/social media)
Conversion to… Interaction with emails/social media
Time spent/depth of experience
Recommend a friend
Repeat visits Recruitment of panel
Buzz monitoringBuzz monitoring
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