To launch a distinctive drink, a new concept of beer, with an innovative campaign focused on young trend setters.
We wanted it to be the young people themselves who created a unique customer-made brand. We created Blu Room, a co-creation area in which to develop innovative projects in various fields.
The central concept of the campaign is an open co-creation area in the heart of Malasaña in Madrid. It is managed by a director, an ambassador and an office assistant and this is where the projects that have passed the selection phase are developed. Those who want to submit their own can go to the project’s Tumblr. This campaign does not include spots, Facebook or banners. The branded content is developed by the young creative talents themselves.
Workshops are also organised, called Blu Days, to show the co-created projects and the Blu Zine will be edited, a fanzine that will be distributed by the magazine, Yorokobu. To wrap up the event, exhibitions known as Blu Places are held in other related establishments and further events are held in other cities such as Barcelona, which also has its own ambassador.
First of all, our strategy did not include paid media.
Results for 4 months on average own:
With 11 events in Blu Room physically we hit 1,800 people, half of our universe trendsetters in Spain.
The entire mass of Twitter followers joined the top 20 863 255 Followers. In total Instagram we have a range of 190,000 followers.
In Earn Media:
More than 120 media appearances
We had free presence in MFW, Ego, during a sponsored video vogue.es day. We have been at the Teatro Lara in Madrid for 4 months with the call.
A total of 22,776 distributed Blu.