For our International readers information Alexander Keith's is one of the most beloved and revered beers in Canada. Every year Keith's launches an integrated campaign to honour the man who brought us the delicious Alexander Keith's India Pale Ale 214 years ago.
To be full transparent I am on the team that worked on this campaign but an overview of campaign includes:
- Mobile - SMS contest executed on-premise (in bars that serve Keith's) for a chance to win a trip to Halifax (Alexander's hometown) for the biggest birthday party in Canada.
- Social Media - A Facebook based contest where you can create and/or sign a card for your chance to win a $5000 Keith's Birthday party or a trip to Halifax for his Birthday. With almost 50,000 fans on the Facebook page, over 1500 cards created and thousands of signatures, Alexander may be old but he loves Facebook.
- TV - Driving awareness of the Birthday and driving to contest.
- External online - Some pretty sweet creative including rich media video banners
- On-premise - Pubs across Canada are taken over by Keith's creative.
- Retail - pin-in-pack contest where one pin is provided with each purchased case on Keith's. Consumers are driven to keiths.ca to enter into another contest to win a trip to Halifax for the party.
- The Birthday site
- And we will be sharing even more in the coming weeks.