1. 2012 - 2013
CARLING BLACK LABEL (UK) – CAMPAIGN

2. 1 2 3 4 5 6 7 8
Concept /
Idea
DIGITAL CAMPAIGN – TIMELINE
Website Launch on 1st of Feb with the CBL
Club App
YouTube will run
competition every 3rd
Week from Feb - April
Email & SMS marketing
will run for the 1st two
weeks of Feb.

3. UK MOBILE STATS
• “There are more mobile phones in the UK than people
• The number of smartphone searchers doubles every two
months
• 52% of UK mobile phone users have a smartphone
• 28% of internet usage is from a mobile phone
• 12% of UK population have a tablet
• 28% of people in the UK have purchased something using their
phone
(source: newmediatrendwatch.com)
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CBL CLUB APP
First impressions and usability features
• Branding – The label on the page reinforces the
brand and visually.
• Login process – Multiple login options i.e. social
media logins, eliminates the registration process
which can lead to a higher convert rate.
• Sign up now -

5. KEY FEATURES – NEWSFEED
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• Promotions
• Football news
• Upcoming events

6. KEY FEATURES
WIN CARLING (GAME)
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• Choose your side before the match starts
• Win and add that score to the leader board
• Win a promotional code to be redeemed
• And just enjoy the game with your mates!

7. KEY FEATURES
REDEEM A VOUCHER
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• Insert your code and get a promotional
discount
• Discount must be used before expiry date
• Each discount can only account for one
single product

8. KEY FEATURE - SETTINGS
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• Instructions – How to use the app’s features
•Contact us – Our number, email and website for
queries or problems
• Refer a friend – Get your friend to join the CBL
App by sharing “Join the CBL Club” on social
media buttons provided or insert their email
•FAQs – Most frequent asked Q&A will be
displayed here
• Logout – Sign in with a different user

9. KEY FEATURE
LOCATOR
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10. COSTS
• The costs can vary from 10,000 - 50,000 euro
• As this App has quite a few features costs could go up to at lease 50,000 Euro for
development and testing.
• We currently only plan to bring this App to the Android market as a free service. If the App
is successful we will bring it to the IOS platform.
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11. CBL CLUB APP - KPI
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12. WHY SHOULD CARLING USE GOOGLE+?
• Google+ on the rise
• Having an extra platform is better then having none at all
• Key measurement tools available
• Social Media intergration
• Affective free marketing service
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13. 1 2 3 4 5 6 7 8
Concept /
Idea
GOOGLE+ STATS
• 400 million registered users and 100 million active users (Apps and
web browsing).
• London Ranks 3rd with 3.34% users out of (sample size 2.6M in the
world)
• 67% of Google+ users are male (sample size 43 million aprox.)

14. WHAT ARE OUR PLANS FOR G+?
• To create Google+ “Page” to build fan base
• To promote the campaign through the concept of “ Reconnect with friends”
• To create a “Community” page around that concept
• To integrate the “Hangout+” feature with the YouTube competition
• And Generate brand awareness to our target audience through social media
integration
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15. GOOGLE+ MEASUREMENT & KPI
ESTIMATES/GOALS
Product and brand measurement :
• Tracing your posts with Ripples
• Social reports in Google Analytics
• Searching for your brand on Google+
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Carling
Google+
Channel
Page fans +1s (Likes) Ripples
(Shares)
Pre- Campaign 0 0 0
Campaign 10,000 12,000 2,000
Total 10,000 12,000 2,000