Case Study: Warsteiner Campaign “The Winner”Wonderlandmovies launches an interactive and personalizable video for the Warsteiner brewery and their extensive “Bottle Cap” competition campaign at www.warsteiner.de/gewinner in which you can become a celebrated winner, complete with a testimonial from boxer Vitali Klitschko. As the lead agency, Wonderlandmovies is fully responsible for creation, film production, project implementation and media.
Warsteiner’s massive Anniversary Bottle Cap campaign is all about celebrating the brewery’s 260 years of existence. As part of their birthday celebrations, Warsteiner are giving away 26 million instant prizes and attractive main prizes, including 100 new Mercedes Benz A Class cars with AMG sport packages. There are also great prizes from well-known brands such as 260 iPhone 5s, 260 Europe city trips for two, and a total of 26,000 five-liter kegs up for grabs.
Right from the outset, the film grabs the viewer’s attention. Vitali Klitschko addresses the viewer and says: “You look like a winner...” and invites them to take part. “Ideally, the video won’t have an awkward set up process, but will start directly without an active click, thereby achieving the highest participant rates”, says Jan-Till Manzius of Wonderlandmovies.
“To draw attention to the online channels of our Anniversary Bottle Cap campaign, we have decided to create this personalized clip, with Vitali Klitscho, together with Wonderlandmovies. Having produced a successful viral clip for the Bottle Cap campaign last year, a personalized video is a logical and progressive continuation of that work. We are convinced that, particularly for the digital world, generated content is the right path, also to address a younger target group. We know that entertainment content such as online videos are the most important drivers for social media and that the sharing of content through social networks is for most users an integral part of their lives”, says Kazuma Hataraki, project manager at Warsteiner.