Rock Hero
Overview
The Rock environment hosted the Hero campaign prior to the Metallica concert. It connected the new Rock can with Metallica (rock – music – beer) using the slogan ‘Lisaks õllele rohkem metalli ka!’ /Not only beer, but more metal, too!/. As part of the campaign, participants uploaded pictures of themselves with a musical instrument. Those judged to have the best photos received prizes of Metallica concert tickets and other band stuff. A lot of people took part and many of the entries were very creative.
Values
- The target group took a creative and active approach to the campaign – their pictures were inventive and clever, featuring all sorts of musical instruments.
- Numbers were high. In addition to those who submitted photos (and videos!), the site received a record number of visitors viewing and rating them.
- The campaign also spread as viral marketing: participants sent links to their pictures to their friends for them to rate.
- The campaign boosted the value of the www.rock.ee brand environment in the eyes of users and increased the database of contacts.
Goals
To boost Rock’s market share in the mainstream segment through support for the Metallica concert. To win the attention of loyal customers and to surprise them with a can bearing a special design.
Results
The campaign exceeded the visitor number objective set by 10%.
| Number of visits total | 124 997 |
| Unique visits | 83 837 |
| Pictures entered in competition | 557 |
| Number of votes | 50 698 |
| New users who consented to direct marketing | 1500 |
- Active and creative brand participation
- Additional viral marketing effect
- Consent marketing database expanded
Client’s assessment
Karin Golubev
Rock Brand Manager
Participation in the campaign was very good – our results were 10% higher than planned.
ADM is an agency that works in a very professional and proactive way. I wouldn’t be exaggerating if I said our cooperation was an ideal relationship between an agency and its client, characterised by a project manager who could be trusted 100%, rapid reaction times and high-quality work delivered on time. I believe that shared values are the basis for long-term cooperation: you do your job passionately and offer more than is expected of you – that’s the mentality that guarantees that our work with ADM will always be a success.