Myanmar Beer was and is Myanmar’s largest beer brand, but their social media engagement was still relatively small. They aimed to build the online presence of the Myanmar Beer brand as well as Myanmar Beer-sponsored events, including amateur football tournament We Are One Cup and EDM music event Evolution with an image that emphasised aspects of daily life beyond mere beer-drinking.
A successful digital campaign must go beyond merely posting to social media, and to promote the We Are One Cup and the Evolution music event, Blink curated a user-generated campaign (UGC) that included interactive content, the hashtag #PremiumXP and slogan “Beer O’clock”, targeted adds and offline activities that enticed audiences to attend We Are One Cup and Evolution.
The hashtag #PremiumXP was extremely successful, and the phrase “Beer O’Clock” became a common social media buzzword. Online engagement with the Myanmar Beer brand rose, and the campaigns helped build an association between Myanmar Beer and football and EDM music in general.