Customer: Stieglbrauerei zu Salzburg GmbH
Period of time: 06/2011 – 09/2011
Type of project: Social Media Campaigning
The Story
How can you position a traditional brand, brewing beer for centuries, as modern and up-to-date? Stiegl faces this conflict, especially in today’s digital media channels. Luckily, the Stiegl Facebook fans have lots of humour and teem with creativity.
An entertaining competition among the fans was set up: who can sing the best “Gstanzl“? A Gstanzl is a traditional Austrian type of song. The humorous text of the Gstanzl – usually in dialect – is made up by its interpreter just for the occasion and sung in pubs. The Stiegl Facebook Fans were asked to compose funny song texts or even sing their Gstanzl in a video. The objective was to create a Gstanzl answering the question: “What is your reason to drink a Stiegl with somebody?”. After the community voting, a jury selected the five best singers and invited them to a recording studio. Together with a vocal coach their Gstanzl were professionally recorded.
Finally, these five Gstanzl were provided to the Stiegl Community in the form of animated beer coaster. The fans could personalize these and post them on a friend’s wall. This way, 1,119 users were invited to have a delicious Stiegl beer.
