Beer that’s Hard to Find

This week I wanted to write about a digital campaign that was still being carried out and something you guys could engage and interact with in order to get a real response. After having a look around on a few different blogs and online magazines I stumbled upon a campaign going at the moment by a new beer company that launched earlier this year, Senador Volstead.

Earlier this year the new beer company, Senador Volstead, launched a digital campaign called ‘The Beer that is hard to find’.

This new company, in an extremely competitive beer industry has been able to break through and engage consumers by making their product harder to find than their competitors.

Yes, you might have recognised that name of the company Senador Volstead. He was the man that banned alcohol in the United States during the 1920s. During this era people used to hide their alcohol in creative places in order to not get caught with it. Hence the idea for this campaign was born.


Senador Volste’s campaign is to make their beer harder to find than competitors

This idea seems crazy, but in a digital world where information is shared so easily and so quickly it may not be such a bad idea at all.

Have a look the campaign below

And also check out their website:

Remember to change the window size or turn your phone on its side, if on a mobile, to see the ‘real’ website.

I believe this campaign has worked because it is:

  • Creative
  • Original
  • Engaging
  • Interactive

People discover this and want to share it with their friends. Everyone likes to be ‘in on the secret’ and that is exactly what this campaign does, it encourages sharing and engagement with their brand. I also think it creates intrigue and interest with the consumer which could certainly lead to sharing and purchases of the product.

I’m not too why, or how, but after viewing this campaign I want to try a Senador Volstead Craft Beer for myself!


So what do you think?

It is a good idea to launch a new product by making the product harder to buy and find than its competitors?

Do you find the campaign engaging or simply annoying?

Would you share this campaign and spread the word?

I think it can work in a number of scenarios and in this case I believe Senador Volstead beer will not become a market leader with this strategy, however it is a good, creative campaign to become a competitive, niche product in a highly competitive industry.

I believe this campaign could defiantly break through to its desired audience.


Melbourne Leading the Way in Innovation

Melbourne is known as being an extremely creative, cultural and innovative city. So this week I decided to have a look at what was happening in my home city of Melbourne in terms of creative digital marketing campaigns.

Melbourne is a city with hidden gems, and unless you are familiar with the city finding the quirky and interesting areas can be quite challenging. Melbourne is famous for its little alley way coffee shops, hard to find clothing stores and brightly coloured graffiti in the back streets.

As people who are interested in Melbourne are usually interested in things that are a bit unusual!

With all this in mind Tourism Victoria decided to let the potential tourists have a personal tour of the city before they even arrive.

 Yes, that’s right tourists will be able to have a look at Melbourne before they even arrive!

How have they done this? By launching a brand new digital marketing campaign that is the first of its kind in the world.

The “Play Melbourne” Campaign was launched on the 9th of October and ran till the 13th of October.

Have a look at the “Play Melbourne” Remote Control Tourists campaign:

Tourism Victoria has been known for its innovative marketing campaigns over the years but for me this is their best one yet.

Basically consumers log onto the Remote Control Tourist website and then use Facebook or Twitter to send directions to the remote control tourist and ask them to move around Melbourne. The Remote Control Tourists and people who are wearing cameras and listening to the directions given by the online viewers. The views are therefore able to experience all the nooks and crannies they are interested in to get an idea of Melbourne. There are also suggestions on the website to help kick-start some ideas.


Helps young consumers see the ‘cool’ side of Melbourne that may not be in the tourism books.

This campaign is:

  • Simple
  • Engaging
  • Interactive
  • Creative
  • Innovative
  • Original
  • Accessed across a range of online social media platforms (easily shared)
  • Will generate more online content inculding videos that will be able to be viewed in the future
  • And most importantly targeted at the right segment

Everything that a good digital marketing campaign aims to achieve and therefore I think is one of the best uses of digital marketing I have seen.

Check out this article for some information on the “Play Melbourne” campaign

Please let me know what you think about this campaign

Is it going help draw more tourists in to Melbourne or is it simply a gimmick?

Mobile Marketing

Mobile marketing is fast becoming the new way to target audiences anytime, anywhere. Most Australians have smart phones and use these phones for more than just making calls or sending texts. These days phones are used as personal computers that are taken everywhere. Used to access social media, look up websites, access apps and make many more connections to the online world. This makes it extremely attractive for brands to use mobile marketing to target Australian consumers who are demanding convenience.

Ross McDonald, head of retail at Google Australia and New Zealand, stated in 2011 that “shopping searches from mobile devices has increased 220% year-on-year” (see the rest of this article here). This shows that brands should be focusing on expanding their advertising beyond simply digital and more towards targeting mobile users.

To advertise on a mobile platform is different from just advertising on a normal website or social media page. Marketing efforts targeted to mobile devises need to be calibrated properly so when they are accessed via a mobile devise they can be seen and read easily.

A few simple tips for Australian businesses heading into the future would be to:

  • Think of putting more marketing effort into mobile marketing
  • Ensure your website is optimised for mobile access or restricted to mobile versions when accessed from a mobile device
  • Include only basic information that will be of importance to the customer, you have limited space on a mobile platform
  • Make what you are offering is clear and easy to understand, simple ideas can shine through
  • Include a mobile number, after all the customer are on a mobile device when viewing this

Australians are becoming more and more confident on mobile devices and are continuously demanding access to information immediately and at their own convenience.

So give it to them on their mobiles

By organising your mobile marketing efforts now you can avoid frustrating potential customers who cannot access your website from a mobile device in the future.

This is image shows what a difference optimsing a website for a mobile device can make.

Australians have busy lifestyles and are relying more and more on their mobile devices to perform day-to-day activities far beyond simply making phone calls. It is important for Australian businesses to keep up and even get ahead of this trend in order to gain a competitive advantage.

Look at what Tesco did in South Korea in order to capture consumers that were normally too busy to shop in their stores.

This goes beyond simple mobile marketing but it is where companies can go, and this has been extremely successful for Tesco. Convenience is the Key and Tesco got it exactly right for this consumer group!

More Australian brands need to get creative and take advantage of the fact their there is such a large audience of phone users who are seeking more convenient ways of doing everything from shopping to booking appointments.

What do you think?

Have you ever tried to access a website on your mobile only to discover it hasn’t been optimised for a mobile device?

Do you think this is a growing trend or should brands simply focus on their wider digital marketing campaign and put mobile marketing to the side for later?

Always On

Social media is 24 hours a day, 7 days a week. Its Always On! While this can be extremely beneficial for brands it also means that constant monitoring must take place in order to keep up an image that is respectable and consistent with the brand message.

This article in told the story of a little boy who visited the Qantas Facebook page to enter a competition. However, he was instead greeted with a pornographic image left on the page from a few hours earlier. First of all shows how important is it to be monitoring social media pages 24 hours a day and a secondly it is a clear example of something that needs to be removed before it is seen by customers.

This sort of content can have devastating effects on a brands image and reputation, moreover because of the fact it is on social media it can also spread very quickly causing far greater damage that word of mouth ever could.


It’s not easy monitoring and controlling an online space for a number of reasons:

  • People can post what they want, when they want and as often as they want
  • It can be hard to locate inappropriate, demeaning and/or false content
  • It can be hard to know what to leave up and what needs to be taken down

Complaints are constantly made on brands social media pages by customers. “Your service was horrible”, “I will never shop with you again” and simply “you suck!” are all too common on the pages or large and small companies. But there are also often important issues that need to be addressed in these complaints and it’s a good opportunity to help resolve certain issues immediately before customers become increasingly upset.


So where do these companies draw the line on social media? What is acceptable?

I think it is important for brands to recognise and respond to customer complaints in a timely fashion but at the same time some things posted simply needed to be removed immediately.

A social media page should be treated by brands as the same as a ‘bricks and water’ store. The store needs to be staffed the entire time in order to respond to complaints and issues, and in order to keep customers happy, while also monitoring the online space for inappropriate content that needs to be deleted.

Things that should be deleted are:

  • Comments that are obviously false or misleading
  • Comments that degrade the brand for no reason, such as “you suck!”
  • Inappropriate material, such as swearing in comments and pornographic images that are posted

FUNNY compaint

However customer complaints in general should NOT be removed.

Constructive comments should be addressed immediately and dealt with as they would be in a normal store. By leaving comments on the page other customers can see that the staff are helpful and prepared to answer questions and address issues.

I’m sure many of you have friends who have posted complaints on Facebook to various brand, or you yourself have posted complaints about a product or service and often,the larger brand who are concerned about customer service will reply and resolve the issue.

Here is an image taken from this website that depicts how customers respond to brands ignoring complaints on Facebook.


So a few tips would be to:

  • Keep a close eye on the content being posted on your page
  • Have someone check the page for content that needs to be deleted or responded to at least every hour
  • Be respectful when responding to customers complaints, no matter how rude they may be

The Next Generation

“Facebook was just a thing all our parents seemed to have”

This is a quote from a 13 year old girl, Ruby Karp, living in New York City. I stumbled across her option article in The Age about a month ago and thought it was a great insight into the future generation and how they view social media, particularly the shit away from Facebook.

In this option piece Ruby explains that Facebook is losing popularity amongst the next generation of teens as they have other social networks available to them where they can avoid their parents and unwanted advertising.

View the article here.


What teenager wants to be sharing information and photos of their weekend with their parents?

Facebook is becoming the ‘old’ social media and the next generation doesn’t want to be associated with the current Facebook community, they want their own space.

They want to control and share content without worrying about their parents seeing it.

Facebook is beginning to lose this next generation and it will be a quick transition one the majority switch to something else, as teens are followers and once people start using a another social media others will quickly follow suit.

At the end of the day there’s no point in having Facebook if none of your friends do.

So what does this mean for the future of digital marketing?

Well in my opinion it creates another barrier to connecting with one of the hardest demographics to target, teenagers.

–          They don’t want to listen to anyone

–          They do the opposite of what they are told

–          Their tends change rapidly

–          They actively avoid annoying messages

–          They are extremely competent with technology

–          AND now they aren’t even using mainstream social media anymore, so they have to be targeted in niche social media websites

While teenagers are one of the most profitable and sort after demographics for many brands, finding them and appealing to their interests via advertising is extremely difficult, and is only going to get harder in the future.

Many think social media, particularly Facebook, holds the key to connecting with this younger demographic. However it will become far more complicated once teenagers more away from traditional social media and begin to actively avoid and ignore digital marketing through their own online social networks.


This calls for far more creative and innovative digital marketing in the future.

Digital Fail

After hearing a lot about successful digital marketing campaigns such as Coca-Colas ‘Happiness Machine’ and McDonalds new ‘Big Mac Chant Challenge’ I decided to find out a bit more about digital campaigns that failed.

I remember being told a while ago now about Pepsi having to apologise for an iPhone app they released in 2009. The public controversy this piece of digital advertising caused is something worth exploring.

Basically what happened was Pepsi, through their energy drink Amp, released an iPhone app called ‘AMP UP Before You Score’ which was designed to help guys pick up girls. It was an app that contained a list of 24 stereotypical girls and ways for guys to talk to them. The idea behind it is that when a guy is talking to a girl he would open the app and it would give him things to talk about as well as information on current events that would keep her interested in the conversation.

For example if you were talking to a ‘Tree Hugger’ girl the app would give you:

–          Pick up lines for this type of girl

–          Recent news on climate change

–          Recent tweets that where hashtagged #carbonfootprint

–          As well as using the phones GPS to recommended nearby places to take an environmental conscious girl on a date


Basically everything a guy needs in order to make conversation without it ever becoming awkward.

Watch this video for a brief rundown.

Understandably this app created quite a bit of controversy and eventually Pepsi apologised and removed the app.

However there are still two very different sides to this:

–          Firstly there are those that believe that this app is extremely distasteful and disrespectful to women. It involves stereotyping and the objectification of women which is degrading and therefore people took action.

–          Conversely there are those that say the app was extremely effective in getting Amps target market of young males to interact with the brand beyond the drink itself, the app created a complete and engaging experience for consumers, which is what digital marketing aims to do in the first place. It was argued that advertisers having been selling sex for decades and will continue to do so in the future, so why was this advertising removed?


Pepsi have been objectifying and stereotyping women in their ads for years without causing the level of controversy this app did. I’m not saying this is right or wrong but I’m curious as to why this app created such uproar that Pepsi had to publicly apologise and remove it.

After years of Pepsi advertising through sex,

what did this particular app do to create such a stir?