The Swedish home electronic market is all about offering the lowest price. NetOnNet is one of the major retailers, but with a way smaller media spend than the competitors.

NetOnNet has their own claim for being cheap: They sell Home electronics 'Straight from the Warehouse', online and in their Warehouse Shops.

NetOnNet must keep reminding about their Warehouse concept in entertaining and cost effective ways, to keep the perception as 'low price'.

The Swedish word for Warehouse is Lager, just like the name of a bright beer. To get people and media to talk about NetOnNet and Lager (warehouse), the company launched their own micro-brewed Lager Beer.

The Beer was widely talked about in blogs, new sites and in social media. The awareness of NetOnNet’s low prices went up 32% and sales went up 6%.

Key PR Element

• The bottle itself, the story of the Lager Beer 'straight from the Warehouse' (the Lager) and the name 'NetOnNet Lager' was the key PR element.

• A press release was sent to technique blogs, beer blogs and News sites, which led discussions and attention in social media.

Execution

The campaign started with a press release going out to technique blogs, beer blogs and various News sites. It presented NetOnNet Lager and told the story behind the beer and the business concept of NetOnNet: Straight from the Warehouse (the Lager).

In the mean time the Warehouse Shops were filled with bottles of Lager Beer.

Bottles were also distributed to selected bars and restaurants in Stockholm.

Instantly blogs and news sites were writing about the beer and showing the bottle saying 'NetOnNet Lager'.

In full accordance to the strategy, people in social media were starting to question whether the beer was for real or just a joke. But in a couple of days they found it in the Warehouse shops and bars, and started to share their 'evidence' in social media.

The Beer was widely talked about in blogs, new sites and in social media.

And the result of the campaign:

• Awareness of NetOnNet’s low prices went up 32%

• Traffic increased with 200 000 visitors

• Sales went up 6%

• 15 000 bottles of NetOnNet Lager was sold