User Generated Content Campaign

The challenge

Mobas was approached by Greene King to promote the 2013/14 beer festival online, exhibiting beers from around the world that will be available in Greene King pubs across the UK.

Our approach

Mobas used an integrated approach to develop a strong online campaign. This included:

  • User-generated content, via a website that allowed visitors to vote for, upload and social share their favourite ale creation – with the chance to win a trip to the brewery and create their own brew within the new Greene King microbrewery facility. Not only did the winner get to brew their own ale, Mobas also worked with the winner to design their own ale logo and pump clip for the winning beer as part of the prize.
  • The website enabled customers to view and vote for the year’s festival beers and search for their nearest participating pub. Entrants were encouraged to share their submission within their social networks with a view to gain more votes.
  • Each Greene King brand sent out emailers with information on the competition, linking customers to the website.
  • A Facebook app promoting the beer festival was created and placed across Greene King’s brand pages. Fans could sign up for their chance to win a holiday in Spain in partnership with San Miguel.

The result

The Best Beer Festival website was an excellent example of integrating modern digital technology – pulling together responsive design, user-generated content, video and social media. During the two-month live period, the website received a large number of sign-ups and in excess of 10,000 session visits, with over half of these being from mobile devices.