Jonni Murphy Director of new media, Leighton
This is a very good example of a strong cross-media campaign that
extends value rather than replicating it online and has harnessed the
internet's interactive potential well.
There is no mistaking the proposition - it is easily related to the
Holsten TV ad and engages the user immediately through simple but
It's a simple matter of voting, so that when you return to the site, it
provides updates on the poll. Where it starts to use the internet well
is when it asks you to suggest another poll, thus actively involving
consumers in building the campaign. The poll results can eventually be
rolled out for PR purposes.
The competition to win a year's supply of Holsten Pils also scores
When trying to gather brand communication information, far better to get
a small amount of data from many consumers than a lot from a few.
Navigation is straightforward, and is not confused by having corporate
material on the site. It is a cardinal sin to mix your corporate and
consumer propositions, but a common one.
The site won't win any awards for creativity and more could have been
made of the viral elements. But otherwise it's highly strategic, makes
the brand synonymous with the proposition and is well integrated into
the marketing mix. Almost the daddy, then.