Spendrups Bryggeri Promo, Case study GOLDFINGER by Starcom Stockholm

GOLDFINGER

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Sweden
Agency Starcom Stockholm
Creative Director Tobias Brandt
Client Service Director Jens Welin
Released March 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: SPENDRUPS BRYGGERI
Product/Service: BEER
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM SWEDEN, Stockholm, SWEDEN
Client Service Manager: Björn Ivarsson (Starcom Sweden)
Client Service Director: Jens Welin (Vivaki Nordics)
Creative Director: Tobias Brandt (Digitas Sweden)
Assistant Director: Johan Hedenskog (Digitas Sweden)
Account Director: Kay Höök (Digitas Sweden)
Media placement: Iphone App - Iphone, Seeding, Word of Mouth - 1 March 2010

Insights, Strategy & the Idea
You know there is just the littlest hint of competitiveness when a group of guys meet up at the pub.

Oh, all right, a lot of competitiveness.

That’s where we wanted to insert Norrlands Guld, right there in the middle of the bragging, and the ribbing, and the competition, right at the heart of what makes a lad’s night out fun. Our brand would be the arbiter of disputes, the settler of scores, and – most important – the way to answer the weightiest of weighty questions:

Who is buying the next round?

When you need to get someone to open their wallet, what you need on your phone is our simple game of skill and “fingerspitzgefühl”.

We called it Goldfinger.

Creative Execution
Goldfinger is a smartphone app that makes use of touchscreen technology. Players place a finger on a picture of a Norrlands Guld bottle cap, one for each player. When a light at the centre of the screen changes from red to green, you have to remove your finger as fast as you can, faster than your friends.

Our app calculates reaction times – and identifies the slowest person.

The loser has to buy the next round. And to suffer hoots of derision from his friends – naturally.

Perfectly simple, sublimely useful, it was designed without requiring us to buy any traditional media presence, so that a modest amount of PR and some links from the brand’s websites was all that was needed to give it a push.

It was also built with enough functionality that we can return to it to use it for connecting with Norrlands Guld customers and developing loyalty schemes in the future.

Results and Effectiveness
At this point, the game has been played more than 137,000 times since the campaign launched.

Each game has an average of three players, which means a lot of beer sold and a lot of exposure to the Norrlands' name. Those sales make stocking the product more appealing to those running the bars where the game is played. It's hard to sell a beer that isn't in stock.

There have been 20,500 downloads counted so far, leading to 400,000 contacts with the Norrlands Guld brand.