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Tweet till you drop to appease the Kingfisher Beer God

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Tweet till you drop to appease the Kingfisher Beer God

Have you ever been christened with Beer blessings by the Beer God? How about turning tweets into Beer? We might sound drunk but the ‘King of Good Times’ Kingfisher is uniting the country through beer by pouring in barrels on International Beer Day. The brand has launched a Twitter campaign #DearBeerGod, which is a chance for online fans and consumers from across the country to lead their city to victory and win gallons of beer.

The contest that started on July 27 asks Twitter fans to pray to the Beer God for their city to win beer crates. The more the city tweets, the better chances of winning!

Leading up to International Beer Day, which falls on August 2, consumers and fans alike are urged to pray to the Beer Gods by sending in entries on ‘why they would want beer’.

Consumers can send in tweets with their entries using #DearBeerGod. Each tweet fills up the specially designed virtual beer mug on Kingfisher’s website by 10 ml. The city with the maximum number of tweets as prayers wins Kingfisher Beer valued on how much the virtual mug gets filled till August 1.

The winning city will be announced on August 2 and consumers with the best entries from the city will be gratified with the total amount of beer accumulated during the week. About 2,466 tweets have been received so far and the mug is filled with 24,660 ml of beer. The site has a dashboard which allows fans to see which city is leading. Kolkata leads with the maximum tweets so far.

Speaking on the idea behind the campaign, Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries said, “Kingfisher is leaving no stone unturned to ring in the Good Times on International Beer Day. In the social media space, the brand is driven by a single point objective – to ‘humanise’ the brand. We believe in ensuring that we consistently engage with our fans and consumers. This has helped in not only connecting with our audience on the digital platform but also helps us drive user-led content. The thought behind the initiative was to generate buzz around International Beer Day and to get a feel of consumer gratification by being as user-centric as possible. Our idea was to involve consumers from across the country and increase the brand product connect on the digital space. International Beer Day fits perfectly for a global beer brand like ours to spread more Good Times.”

“Kingfisher has always done strong online-offline integrations with our digital campaigns and the focus is on interesting and fun ways to connect with our fans. This Twitter campaign around #DearKFBeerGod was also conceptualised around a fun thought – ‘Let’s turn tweets into beer this International Beer Day’. Since we had done ‘Kingfisher Beer Commandments’ around the same time last year – which was immensely popular and saw great participation – the ‘Kingfisher Beer God’ was a natural extension. All one has to do is tweet a prayer to #DearKFBeerGod along with the name of their city, which then fills up 10ml of beer in the virtual beer mug. The city that contributes the maximum tweets wins all the beer raised and the top contributors from that city will be invited to consume the same,” he added.

Twitterati from across cities are indeed battling it out to please the Beer God and win oodles of beer for their city. Speaking on the response, Sheikhawat said, “The response has been great so far. Our consumers have appreciated yet another fun innovative campaign rolled out by Kingfisher. We have already crossed 2000 tweets, accounting for over 20 litres of beer within five days of going live and the numbers are increasing by the minute.”

Has the Beer God attracted the disciples?
An Egyptian proverb says, “The mouth of a perfectly happy man is filled with beer”. And what’s a better occasion than International Beer Day. It is a smart move by the beer brand to attract consumers through topical advertising tactic.

The twitter contest has evoked a lot of fun element for the brand. Consumers are excited to tweet about ‘why they would want beer’. Some of the interesting ones include: @kingfisherworld #DearKFBeerGod #KolkataLovesBeer i can sacrifice my mustache too just for a crate of free beer!!!, @kingfisherworld #DearKFBeerGod #KolkataLovesBeer will sacrifice my love for Hilsa for a crate of Beer!!, @kingfisherworld #dearKFBeerGod, you can take bombay's rains and gives us beer and @kingfisherworld #Bangalore #DearKFBeerGod Taking bath.. "perfumes r meant for beer chuggers.” (Sic)

The website is very lively with a ‘thunder’ sound and good graphics. The website also lands to a page that shows the city with the maximum tweets, which is exciting for the fans. The execution of the entire campaign is very clear and organised. However, it would have been interesting if the brand would have leveraged the Facebook fan page also to promote the campaign. But there is no worry…even if it is only on Twitter, beer lovers are chugging away to glory!

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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