Castle Lite has taken a different approach to online
marketing, with the utilisation of the next big thing – branded entertainment.
This innovative marketing concept has taken off internationally and sees brands
utilising video content which is interactive and engages with target consumers,
to communicate their image and messages in a completely original way. This is
achieved through the use of video content that is styled in a manner which is
aligned to what consumers currently want to view. Castle Lite has picked up on
this trend, yet to take off in South Africa, with the introduction of this
innovative marketing concept and their unique “webisodes” that represent an
entertaining combination of innovation and experimentation.
The unique and humorous ‘webisodes’ have been created to
introduce Castle Lite’s new packaging innovation, the 2-Stage Cold Indicator,
which tells consumers when their beer is either Cold or Extra Extra Cold. They show entertaining characters, known as
‘The Ice Breakers’, demonstrating how
one could potentially activate Castle Lite’s 2-Stage Cold Indicator through a
series of experiments.
As an entertainment-based vehicle, branded entertainment can
be implemented across various platforms, devices and environments. Primarily
designed for the digital space, and therefore not yet regarded as a
conventional advertising method, it represents a fresh and unexpected approach
to promotion, particularly for the beer category.
The creation of Castle Lite’s ‘webisodes’ is the result of a
collaboration with Digital Agency Hellocomputer, Giant Films, and
internationally acclaimed Director Sam Coleman; where the brand has opted for
this innovative marketing platform that is aligned to their mindset of
continual ‘Extra Cold’ innovation.
“One of our key marketing objectives is to have a
consumer-centric approach, to ensure that our consumers are involved in the
evolution and promotion of our brand through the marketing messages that are
communicated to them,” commented Leanne Martin, Castle Lite Marketing Manager
of Communications. “An important consideration throughout all campaigns, and
the marketing methods used, is to ensure that our consumer audiences enjoy the
messages communicated to them. The use of branded entertainment allows us to
effectively engage consumers in the digital space, with bespoke content and a
channel specific approach.”
Bringing internationally acclaimed Sam Coleman on board as
director for Castle Lite’s ‘webisodes’, the ultimate success and longevity of
this latest initiative will be achieved.
“Castle Lite has positioned themselves at the forefront of
content marketing in South Africa, and I am very excited to be involved in this
project,” commented Coleman. “The concept behind the use of this marketing
platform is ultimately what intrigued me – a light-hearted and entertaining
approach that effectively captures the dynamic of how a bunch of guys hanging
out really are!”
Check out Castle Lite’s ‘webisodes’ here:
Twitter @castlelitesa
Facebook: facebook.com/castlelite
website: www.castlelite.co.za
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