Tafel Lager, proud sponsor of the Namibian soccer team the Brave Warriors, needed a mobile site as patriotic as their brand.
The object of the mobile site was to build a relationship with Tafel Lager’s 18-24 year old fans as well as reinforcing and growing brand equity. Not only that – we wanted to turn consumers into friends. Consider it a bonding exercise. We needed to go beyond Facebook to truly own the platform and connect with our Tafel Lager fans on a whole new level.
The mobile site featured a sports portal on the home page, which displayed the latest sports news, continually updated by a content management system. It was also home to a number of competitions, including a “Share a Beer” Competition, which allowed consumers to win beer by sharing a virtual case of beer with their friends. This generated excitement around the mobile site, and created a viral element.
“What Makes Us Proud” was a section devoted entirely to why Tafel is so proud to be Namibian, with reasons ranging from delicacies to landmarks, sports to biodiversity facts.
The “Local Music Mobile” count down was a platform where fans could vote for the favourite local hit of the time.
Three months worth of daily challenges meant fans couldn't get enough – with many of them coming back on a daily basis to earn crowns and big prizes.
The final product? With over 4,000 entries, let’s just say this mobile site made us proud.