Fosters make a "Good Call" by complementing TV advertising on social media

Fosters make a "Good Call" by complementing TV advertising on social media

Fosters Good Call Centre shows how brands can successfully use social media to complement an existing marketing campaign.

On May 8 Fosters lager brand launched an online Good Call Centre to complement their Good Call TV advertising campaign, featuring helpful Australians Brad and Dan. The site gives consumers the chance to share their friends’ problems, from a list of options, in order to receive humorous advice from Brad and Dan. The game has been publicised on Fosters’ YouTube channel and Facebook page, with responses to the campaign highly positive.
 
WaveMetrix social media has previously shown how Stella Artois complemented their TV advertising for Stella Artois Cidre on social media. Like that campaign, responses to the Fosters’ Good Call Centre have been largely positive, with most describing the ad as “excellent”. In addition promotional videos for the campaign have generated more than 7,000 YouTube views and over 650 Facebook likes since they launched on Tuesday. However, although the campaign has been very well received, it has failed to boost positivity around the Fosters product, which receives a mixed response. This suggests that while using social media to complement an existing advertising campaign can drive positivity around the campaign, it may not necessarily change attitudes towards an existing product.
 
Buzz around the campaign itself is highly positive, but Fosters’ products are less praised:
 
 
 
  • The “Good Call Centre” campaign is highly praised: Most consumers agree that the ad is “brilliant” and praise Fosters for their “consistently great marketing”
  • However, buzz around Fosters’ products is less positive: Some say that it is a “shame the adverts are so much better than the beer” though other defend the beer and say the ad has made them “thirsty for Fosters”
Consumers frequently praise the “great” ads, but some call Fosters’ beer “worse than ordinary”
 
  • Responses praise the ad, but are less positive about the product: This suggests that brands can effectively complement existing advertising on social media, though the technique may not necessarily change pre-existing opinions about the brand and its products

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