By Ian Neubauer
The VIP event featuring DJs Kid Kenobi and Tom Neville from the UK is one of three key on-premise Bondi Blonde events to be held in Sydney over the summer. It aim to give attendees a “true brand experience” when entering the party where, instead of a red carpet, they will walk a carpet composed of sand, sea, Bondi Blonde bottles and an infrared system that interacts with attendees.
“The parties are designed to bring the spirit of Bondi Beach to life in the city, focusing on everything that is great about the brand,” said Bondi Blonde marketing manager, Sarah Dennis. “The parties include iconic Bondi features such as graffiti artists, poi dancers, sand, surf and, of course, great looking people. I don’t believe this had been done in Australia before,” she said.
The concept was devised by digital marketing agency New Dialogue, which formulated a mix of mobile, display, email and social network advertising. The campaign was launched early this month with a viral Facebook group that fuelled registrations to events and directed consumers to the beer’s official website.
“This is a perfect example of how New Dialogue helps its clients engage with its consumers across both physical and digital channels,” said New Dialogue managing partner, Karen Messitt.
“We have created and developed an online community connected across multiple digital channels to an event we’ve created. It’s about having the whole conversation with these party goers, no just one element of it.”