Interactive Online Advertising and Marketing Campaign by Asia Pacific Breweries

Drink Savvy is regional online advertising and marketing campaign of Asia Pacific Breweries (APB). Through their regional site Drink-Savvy.com and tagline, “Drink Responsibly, Drink Savvy, APB want to sread the messages about responsible decision and drinking.

APB has a long history of promoting responsible drinking. And as a brewer, APB want to always take a step to ensure that their products are responsible marketed, minimise misuse and harm. According to APB, being savvy means being understand. And to drink savvy is to understand your alcohol and how it affects you. More importantly, to drink savvy is about making responsible decision on drinking and when you should not drink.

At the same time with the launch of the site, APB also launched their integrated advertising campaign through online promotion contest “I Drinking Savvy”. It’s a regional contest that users can submite their videos, voice recording or photos with handphone, camera or handycam, or even create illustrations and share it on how the can drink responsibly.

The winner of the contest will win 10 days trip to Sydney, Australia combined with the fabulous Whitsunday Island and cosmopolitans Cairns. The most creative ones win!

The online advertising and marketing campaign is also uses the power of global and regional social networking platform like Facebook, Twitter, Orkut and Kai Xin Wang. In the blogosphere, to gain more voice and spread the messages, the online campaign is also seeding through regional influencers. It mentioned as an effort to build community, fans and followers for supporting the cause and pass on the responsible drinking message.

Some interesting point about APB’s online advertising and marketing ideas are their integration between online and outdoor advertising and marketing point. It includes some online and outdoor activities in several countries in Asia Pasific. For example, APB promote moderate drinking among young adults in Singapore, a designated driver prarty in Sri Lanka and also employee education programmes in Laos and Mongolia.

Bottom line, APB’s “going local” advertising and marketing activities is more attractive and interactive than their regional online advertising and marketing campaign.

Integrated Interactive Online Advertising Marketing APB

Integrated Interactive Online Advertising Marketing Tips APB