Maes Facebook 'name change' campaign engages consumers and boost sales

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Maes Beer used its brand name and a common surname in Belgium to attract people to get a free barrel of beer. The brand used various advertising formats to make people aware they could avail a free barrel of Maes beer if they were a 'Maes' themselves on the brand’s Facebook page. Participants could also get the free barrel by changing their Facebook name to Maes. The campaign resulted in the Maes name gaining popularity, with 7,000 new family members turning Maes into the biggest family in Belgium. FB App attracted 500,000 people in 6 weeks and added 75,000 fans in 1 day. It also resulted in being in the 6% most active Facebook pages in the world.

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Brand: Maes| Sector: FMCG, Food and Beverage | Objective: build brand engagement | Format: FB page and free beer | Agency: TBWA Brussles

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