The Cruzcampo job in Seville is easily one of the biggest we’ve ever done at Awesome Web Designs. Seville is a city of almost 700,000 people. We managed to get Cruzcampo to the top trending spot on Twitter for the day both in Seville and throughout the province of Andalucia, with a population of over eight million. We reached just under that entire population of people with our campaign.
The Olympic stadium where the event was held had over 30,000 people in the field during the event, all of whom were engaging on Twitter with us live.
Our goal was to make Cruzcampo go locally viral. We wanted to see our hashtag hit top trending in Seville, which it did. It was also trending outside of Seville, across the entire province of Andalucia. The campaign was a huge success for Cruzcampo. To this day, they still hold the Festival every year and people love it.
The Festival represents a mix of traditional advertising meeting digital marketing actions. Cruzcampo and La Claqueta PC advertised the event through more traditional means, by posting ads throughout the city. However, they also used social media marketing to reach their audience, which was an effective technique considering the fact that their main demographic for the event was post secondary students who were of drinking age. This group of people responds best to digital forms of marketing, particularly social media, so it was definitely a good call on their part.
A recurring theme in this marketing plan has been pride. The point was to appeal to the consumers pride in their school to create engagement, but there’s a reason the Festival had such a wide influence beyond its core demographic.
Cruzcampo is owned by Heineken and they brew their beer locally in Seville. In Spain, beer is a deeply rooted part of a cities culture. For Seville, Cruzcampo is the only beer anybody ever drinks. Just like how Guinness is associated with Ireland, Cruzcampo is associated with Seville.
Moreover, every city has its own beer. People associate with their beer the way they do with their sports teams. If you live in Seville and you order a beer, there’s only one option, and that’s Cruzcampo. All throughout the south of Spain, people drink Cruzcampo.
The Festival de la Primavera hosted by Cruzcampo was about more than just proving which school had the best representation, it was about celebrating Seville’s local brewers and showing the rest of the country how proud everyone was to have Cruzcampo beer in Seville.
Since working with Cruzcampo, we’ve gone on to do many other international campaigns. Our work with them is what gave us the opportunity to do a lot of our work in Spain, because it serves as an amazing reference for our company to have worked with a locally beloved brand like that.
Since Awesome Web Designs is stationed in Canada, we haven’t done any other live events in Spain. However, our work on this event has given us a great experience to draw from in future endeavors of this kind.
Awesome Web Designs looks forward to any live event jobs that may come our way. We know we have the tools to reach the widest audience possible and we can’t wait for our next opportunity to show off our talent.