The Marston’s brewery needed to create some online buzz around its sponsorship of the English cricket team. With the 2009 Ashes Test about to be begin, Marston’s needed to quickly and effectively build on their social media strategy to showcase its products as well as its support for the team.

Brandvoice determined that the best way to capitalise on the Ashes was to develop a blog that would build a community around the event and the products. Prospect was directed to use Marston’s existing advertising imagery and collateral to develop a site that is cheeky, irreverent and just a bit boastful. The easy to use site offers all sorts of opportunities for users to post comments, read opinions and share photos and videos.

The site was developed in 2 weeks and went live just in time for the first match of the Ashes. Users kept returning to read updates and contribute their own personal take on the agony and the ecstasy of the tightly contested series.

This project opened Marston’s eyes to the possibilities of online engagement, whetting their appetite for more. The site had 200,000 hits and 12,000 comments posted in just over a month’s time.

Brandvoice: brand strategy

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