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Foster’s Group viral success

Foster’s Group viral success

Overview

Vividas enabled Foster’s to go truly viral with two of their television commercials (TVCs) for Carlton Draught, ahead of their television launch dates.

Huge internet viewing numbers created massive brand exposure prior to release in the more familiar channels of free-to-air television and cinema.

The brand exposure from the Internet release extended from press, Internet articles and scores of blog and forum sites through to a segment on Good Morning America.

Objective

Foster’s Group were looking to utilise the Internet as a means of releasing the TVCs with maximum reach and minimum frequency, to generate brand exposure and to maximise the impact of their television advertising.

A solution was needed that made the sending, receiving and viewing of the adverts as quick and simple as possible, without impacting the quality of the video content. 

Solution

Foster’s and their advertising agency, George Patterson Partners, chose the Vividas streaming format to closely mirror the visual experience of these cinematic TVCs.

Vividas encoded the “Big Ad and “Flashbeer” advertisements to stream at full screen, high quality video, without the need to install any software, and, which is widely available to the consumer and corporate market. 

The web links were initially emailed to Foster’s and George Patterson staff for on-forwarding and to seed the campaigns.  However, and within a matter of hours, both the ‘Big Ad’ and ‘Flashbeer’ sites took on a viral world of their own quickly spreading throughout Australia and the world.

Results

Category Director, Mainstream Beer, Foster’s Australia, Asia & Pacific Matt Keen, said, “The results for both adverts were amazing. We were thrilled at the success of the Big Ad and were keen to re-create the same impact with Flashbeer.

“The ease at which people can view the ads at such high quality makes the most of the fantastic creative of both TVCs and has certainly delivered two enormously successful viral campaigns for Carlton Draught.

He added, “Without the high quality and full screen aspect of Vividas, achieving an impactful and successful viral campaign with great content alone, may not have been achievable”.

Flashbeer:
· 714 304 (29 September) views in the first two weeks (campaign is still in progress)
· Viewed across 153 countries

Big Ad:
· 1,000,000 views in the first two weeks (3.5 million views over the campaign)
· Viewed in over 132 countries

AJR
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