FAST WEB MEDIA WINS AT NMA EFFECTIVENESS AWARDS
Fast Web Media has just won the prestigious NMA effectiveness award 2008 for www.carling.com in the consumer products and services category. This category is for any customer-facing projects from brand-owners that are intended to improve brand communications, increase brand loyalty or develop relationships with customers.
Coors launched the Pub Football project in April 2007 to combine compelling content with digital technology around its key brand territories of pubs, football, music and entertainment. It was designed to maximise brand interaction and affinity, with the aim of attracting over 400,000 visits a month.
To keep users coming back, the site included a Beer Finder searchable bar and pub guide of over 14,000 UK venues; a pub football community that provides a social network for the amateur game and features a forum and video clips; a music site with information on each of the Carling-sponsored Academy venues and a UK gig guide; and a games site with product-related games.
To drive traffic and make the strategy cost-effective, Coors used search marketing. Carling.com was optimised to generate free traffic from organic search rankings and received over 900,000 visits in 12 months. This traffic was backed up by tactical pay-per-click activity. Carling also established partnerships with key football and game sites, which alone drove over 2m visits in 12 months.
Between April 2007 and March 2008, the site received 6.04m visits - an average of 503,333 visits a month [Hitbox] - and achieved clear market dominance in the beer website sector, where it took an average of 64.4% of visits made to the main brand websites. In short, Carling.com now has a media channel that attracts an average of 503,333 visits a month [Hitbox].
The judges deemed the initiative to be hugely innovative in what is an extremely competitive category, saying the project has created high levels of engagement and a sustained dialogue with Carling's users, which positively influences brand perceptions.
Case Studies
Nationwide
We designed, built and currently maintain and host sponsoredbyyou.com
The RFU
We designed, built and hosted the RFU's 2007 Rugby World Cup microsite
Carling
We developed and currently host carling.com, which receives over a million page views a month
"Fast Web Media has delivered many excellent projects for us. I find them to be a very professional company who consistently deliver on time, on target and on budget."
Andy Henwood, Coors Brewers