A project of social media marketing led to a series of unmissable events: every evening it hosted international artists and a DJ set. An operation that has close ties of the most orange brand community of the network, connected to a broader strategy that embraces all online channels.
We asked Sandro Marchetti, CEO of IAKI, to explain in detail the project.
What’s the social media marketing strategy for Aperol Spritz Live?
Aperol Spritz Live was born to bring about a dialogue between the events on the territory and the online community.
Through careful planning of activities online each event was followed before, during, and after, each time providing users with different motivations and ideas for action.
How have the events been communicated?
Before each evening IAKI social media marketing team has fueled threads studying an editorial plan for the Facebook page, intervening on the site aperolspritz.it and spreading the news on the net. At the same time the Aperol Spritz Live commercial was aired on MTV. In between the appointments, the Spritz-lovers community has been stimulated to follow the operation with the help of photos and video products during each appointment.
After just four hours, users could find the pictures of the event while the movie was online the next day within twelve o’ clock!
How did offline events and the network interact together?
The hostess handed out hundreds of cards with an invitation to tag themselves on the Facebook page of Aperol Spritz to find the images of the evening.
The social media marketing strategy leveraged the desire to spontaneous sharing of users who have uploaded online the photos of the event they took.
The evenings were also an opportunity to raise awareness for the application Aperol Spritz now!: Some hostesses equipped with iPhone have engaged guests to try it, inviting them to download and giving them the cover for the Apple-branded phones.
Has the net confirmed this success?
According to data from web monitoring during the summer months (July and August), it is interesting to note that despite the network accesses decrease in August, this does not reduce the conversations on the brand. On the contrary! Those relating to Aperol increased capillary in the main forums and newsgroups, blogs and social networks. Connections to social media via mobile have Facebook and Twitter channels more active. In addition, due to the effect of viral communication Aperol Spritz Live, word of mouth continues to spread and the Facebook page is constantly growing day by day.