In September 2013, Castle Lager had just developed the BraaiNation app. They needed a tailored, strategic approach to communicate to an online audience. Competitors had yet to utilise YouTube as a platform for parody, and with the upcoming launch of the iPhone5s, our BraaiPhone concept was born. After the video was produced, we also seeded the video to online influencers using customised messaging in order to reach audiences in their relevant industries.
While previously only offering their audience traditional video content online, we now had the opportunity to create something unique that would position the brand as light hearted and patriotic, and ultimately bring awareness to their new BraaiNation app to encourage downloads.
Castle Lager’s main business objective was to get 10,000 downloads in one month, and after just three weeks, the Castle Lager BraaiNation app received 20,000 downloads.
The BraaiPhone video received over 102,000 online views, over 5324 tweets about the BraaiNation app tracked in the first month and more than 15,961,000 opportunities-to-see.
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