ASIA-PACIFIC – SINGAPORE, APRIL 2011 – Rise to the Top of the World, an integrated campaign for Guinness created by BBDO/Proximity Singapore, has been selected for showcase on Facebook Studio, their dedicated resource site for the Global marketing community that celebrates creative and innovative use of Facebook as a platform.
Currently, Guinness Rise to the Top of the World is the only case study from Singapore and one of only eight from Asia-Pacific so far to be featured alongside an international collection of work representing best-practice marketing on Facebook.
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The campaign was the first of its kind in Singapore to introduce a team dynamic in a digital promotion as a catalyst to building an online community of brand advocates. Collaboration was at the heart of the experience and the Facebook social network the anchor for the initiative; on the basis that it would most effectively drive word-of-mouth and facilitate engagement between online friends.
A content calendar which included on-ground activities and promotions were promoted on Facebook and a third-party blog, plus an innovative iPad application was developed to drive on-ground participation. The campaign was also mirrored on other platforms so drinkers who do not use Facebook could also participate and engage via other channels – mobile and a dedicated micro-site.
Richard Fraser, managing director of Proximity Asia, said “Guinness drinkers are some of the most loyal, vocal and engaged brand advocates so it made smart sense to leverage Facebook to harness that advocacy and amplify their collective voices. We needed a way to energize these fans and build an active community of Guinness brand fans in Singapore and the Rise to the Top of the World campaign got us off to a swift start.”
For more on the Guinness Rise to the Top of the World case study, visit www.facebook-studio.com/gallery/submission/605.
