APB Gets Social For Responsible Message

Singapore - Asia Pacific Breweries (APB) has launched a social media campaign, titled ‘Endless Conga' to reinforce the message of responsible drinking.

The campaign, an initiative by APB's Drink Savvy platform, is in line with APB's latest responsible drinking online video ‘Train', created by Young & Rubicam.

The commercial sees a human conga line running through the town to pick up revelers from pubs and bars, and dropping them off to take public transport home.

APB has since launched a photo contest in Singapore, Indonesia, Thailand and Vietnam, encouraging participants to be part of the conga line online via an avatar.

A real-time photo booth application has been rolled out on its Endless Conga online site where participants can take an instant photo and choose an avatar to join the virtual conga line as part of a contest.

The photo avatar can then be shared via Facebook, Twitter and an email invite to their friends. The photo contest will run from 31 May to 12 July 2012.

Yolk was responsible for creating the Endless Conga microsite, while ZenithOptimedia is the media buying agency on record.

"This year's campaign combines the best of social media platforms to get our message out in an entertaining and participatory way that a Web2.0 allows," Roland Pirmez, CEO of Asia-Pacific Breweries, said.

He added that the campaign helps champion the important and serious message of responsible drinking in a fun and engaging way.