Importance of social media: Creating virtual and physical hype for Bavaria
Bavaria Team @ Nyenrode Business Universiteit

Even though there are some doubtful speculations in how social media can greatly affect company/brand’s actual revenue positively, it is not difficult to say that social media are part of people’s lives, creating a whole different dynamics and opportunities for a brand to communicate with the target audiences, especially the younger crowd between 16 and 35, who can be considered as the primary target of Bavaria. As people are getting more connected and expand their social circle and networks using diverse social media, it is important to incorporate social media to increase the level of excitement/involvement and to promote the fun-loving philosophy that Bavaria coveys via its more traditional marketing campaigns. Social media not only will play the role to create synergistic effect, but also can become a ‘virtual playground’ which grows and grows by themselves with a little kick and the encouragement from the brand. In line with our recommendation of creating the ’Bavaria Sky Bar’ and ‘Bavaria Booklet’, the combination of social media activities are recommended to be conducted simultaneously to encourage customer engagement and excitement. Please be noted that all these social media channels as well as our proposition to create ‘Bavaria Sky Bar’, “Bavaria Booklet’ and usage of traditional promotional and media activities including Bavaria’s official website is closely interlinked. Therefore, one activity in one medium will be promoted or even executed at the same time through different medium (if not multiple). The more connected these tools are, the better the results are expected. This campaign is designed to enhance the new look and feel of Bavaria, which is the core tone of voice the brand is focusing on at the moment, but at the same