Tennent’sTennent’s

Online marketing/integration plan 2010

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!

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

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

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

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

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

dd

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

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

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

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?

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

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

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

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