Street Marketing: good ads for beer brand!

In order to be different, some beer brands develop more and more street marketing. Indeed, what is the goal of street marketing?  Street marketing is a promotion technique that aims at creating a buzz effect as it usually takes place in crowded places. It enables the brands to develop consumer awareness by using traffic to promote its products. It translates into punctual campaigns, in a particular place, and into interactive messages aimed at surprising and making an impact on consumers.

Beer brands appeal to use this kind of technique to differentiate themselves from their competitors.

As we can see below, the goal of street marketing is to create a "buzz" in order to chock, to attract people.

For example,

-       Newcastle beer offers people the possibility to take a funny picture in a beer glass

-       Amstel created a kind of  bavarian rolling bar

-       Heineken transforms a truck in a funny beer truck

At the end of the day, these pictures constitute a real and powerful advertising campaign. Indeed, through social network, these operations become viral and reach a lot of people for an investment that is not consequent for big companies.

Nevertheless, brands have to be aware that these operations are all or nothing. If they are not well-thought, they can bring a negative image for the brand, and this, especially in the alcohol sector. ​

The editorial board, live from Sophia-Antipolis (France).