Kona slides (with links)
- 1. Kona Brewing Co. Will Kanellos Allison Landrum Eli Ouellette Rafael Ramirez
- 2. most important message: Kona rewards you a Hawaiian getaway.
- 3. AUDIENCE Craft Beer Drinkers females 30% males 70% 21-24 65+ 6% 8.5% 25-34 55-64 24.3% 14.5% gender 45-54 35-44 21.7% 25% age
- 4. OUTDOOR Virtual 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”
- 5. OUTDOOR http://youtu.be/QRbkZpY_HUQ
- 6. RADIO Pau 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
- 7. RADIO http://youtu.be/Ua_viA53WQM http://youtu.be/8rvEfVpbH20
- 8. SOCIAL MEDIA Kona 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
- 9. SOCIAL MEDIA
- 10. SOCIAL MEDIA
- 11. SOCIAL MEDIA
- 12. SOCIAL MEDIA http://youtu.be/GRh0PZ21iCc http://youtu.be/j7Ki7h7q3Yo
- 13. SOCIAL MEDIA • Introduce weekly contest prompts • Best user-submitted videos • Post projection site experience videos
- 14. SOCIAL MEDIA
- 15. SOCIAL MEDIA • Follow city lists (created by Kona profile) • Earn badge after checking at each venue on a list • Another way to share with friends locationally
- 16. SOCIAL MEDIA Text Kona Brewing Co.’s Lists
- 17. SOCIAL MEDIA • Support main site • Promote contest, redirect to vote • Start conversations, don’t just reply and RT
- 18. SOCIAL MEDIA