Strongbow multi-media engagement
The aim of Strongbow's campaign, rather like its television advertising, was straight to the point - to broaden the appeal of its cider by introducing it at major summer music festivals. Of course, music and a media partner mean IPC Ignite!
After some creative debate, Strongbow Rooms was born - the definitive Strongbow/NME guide to a whole summer's worth of festivals, music and music events.
IPC Digital created the definitive festival news website, StrongbowRooms.com, linked directly to nme.com. NME printed a 52 page festival guide and band listings for the Strongbow Rooms festival tents. Then everybody had a lot of fun.
Post-campaign analysis highlighted a 278% uplift in awareness of Strongbow sponsorship activity. Qualitative figures of 'thirst quenching', well advertised' and 'getting more popular' all increased.
And the coup de gras, those saying that Strongbow is 'a brand associated with music and music events' rose from 19% to 41%.
Strongbow multi-media engagement pdf
