Page 138 - Best Digital Marketing Campaigns in the World
P. 138
The Ozometer 129
An expert view
Mike Berry, Digital Marketing Consultant,
blogger and trainer
This is an inspired use of social media by an FMCG (fast moving consumer
goods) brand. The campaign powerfully chimes with the carefree, free-flowing
spirit of Twitter, but goes further to cut through the mass of ‘what I had for
breakfast’ tweets and extract some sense from the streams of chit-chat.
From a PR viewpoint, Foster’s and its agency understood the importance of
building and then sustaining the momentum. Hence the extension of ‘No
Worries’ to celebrity tweeters and football managers to keep up the level of
media engagement and to harness the influence of the celebrities with their
large Twitter followings.
The campaign also neatly acts as a bridge between the online and offline
worlds; engaging the traditional media including the popular press (which is
heavily consumed by this target audience). Print journalists are generally both
fascinated by and slightly contemptuous of UGC (user-generated content) in
general and Twitter in particular; the ‘Ozometer’ campaign neatly tapped into
this to maximize column inches of coverage.
Overall, the activity was 100 per cent true to the brand and perfectly in tune
with the caricature Australian ‘No Worries’ attitude so famously embodied by
Foster’s in its UK advertising.
It would have been interesting to extend it into Facebook and YouTube as
this audience is also very active on those platforms.
