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Kingfisher Leveraged Digital Marketing & Got 100 Registrations In 58 Seconds!

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About Kingfisher

  • Kingfisher is an Indian beer brewed by United Breweries Group, Bangalore.
  • The brand was launched in 1978, and has a market share of over 36% in India, it is also available in 52 other countries.
  • Currently, The Heineken Group holds 42.1% equity shares in United Breweries Ltd.
  • Kingfisher was ranked 74th among India’s most trusted brands according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory.

Kingfisher’s Business Objectives:

  • Create a channel in the online world where consumers can get together on the GOOD TIMES platform.
  • Engage with consumers in a meaningful manner.
  • Engage people with your brand in the offline sphere without being too pushy.
  • Promote Brand Value by bringing people from the virtual world together on a real life stage.
  • Provide user lead content generation to its consumers via online activations, apps and gamifications.
  • 360 engagement interactive platform for the brand.

Strategy Adopted By Kingfisher:

  • In just 3 years since its inception, the event has gained popularity among the Twitteratis and has seen an increase in participation on a regular basis.
  • Within minutes of the announcement of the upcoming event, the hashtag #KFBeerUP starts trending on the Twitter universe.
  • Although the event originally started in 6 cities across India, fans of the brand have constantly requested Kingfisher to head to new destinations every year.
  • The event helps spread word of mouth during and after events too, as people tweet about them and share their own photos and videos.
  • Though the guest list is restricted to about 60-80 people. Within minutes, places fill up and registrations start flowing in.  For the Mumbai event in 2012, registration of 100 people happened within 58 seconds!

Results Achieved By Kingfisher:

  • In just 3 years since its inception, the event has gained popularity among the Twitteratis and has seen an increase in participation on a regular basis.
  • Within minutes of the announcement of the upcoming event, the hashtag #KFBeerUP starts trending on the Twitter universe.
  • Although the event originally started in 6 cities across India, fans of the brand have constantly requested Kingfisher to head to new destinations every year.
  • The event helps spread word of mouth during and after events too, as people tweet about them and share their own photos and videos.
  • Though the guest list is restricted to about 60-80 people. Within minutes, places fill up and registrations start flowing in.  For the Mumbai event in 2012, registration of 100 people happened within 58 seconds!

Learnings:

1.The event helps spreading the word of mouth about the brand when people talk about the registrations, live event activity and post event experience thus reaching thousands of people with #KfBeerup.

2.The event creates brand enthusiasm amongst the twitter community and the enthusiasm impacts the brand equity.

3.Brand is well aware that the twitter is the new trend in the country and going with the trend in a innovative way is the need of the hour and thus securing the future communication strategies, plus attracting the mainstream media to cover the innovation.

4.The aim of giving customers an experience definitely impacts the brand loyalty and thus anticipating sales in the future.

Image Credits: Kingfisher

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