A twelve month campaign using Twitter to re-launch Harts Pub in Sydney's historic Rocks precinct.

1. “Beer is proof that God loves us and wants us to be happy.” Benjamin Franklin
A ‘follow strategy’ identified several target Planet’s account manager was then able to
The re-opening of Harts Pub audience groups, including connoisseurs of beer ensure that Harts Pub replied with, “Try a
in Sydney’s historic Rocks and people interested in craft beer. A larger paddle” - a reference to a popular craft beer
target group included people living and sampler.
precinct created the working in Sydney’s CBD and visitors to The
opportunity for a new, yet Rocks.
Harts Pub management had built a
powerful, word-of-mouth business which offered fabulous food but also
campaign using social media. the signature of ‘craft’ beer - beer brewed by
privately-owned, independent brewers including
In March 2010, Harts Pub re-opened its The Rocks Brewing Co.
doors under the ownership of The Rocks In this example, a customer at Harts Pub
Keeping in mind the limited budget, it
Brewing Co, an independent brewer of craft tweets their choice and a picture. Harts Pub
would be a waste of time and money to simply
beers. acknowledges by re-tweeting:
‘yell and sell’ using Twitter.
One Small Planet met the new owners and There were, of course, lunch specials and
talked about the use of real-time, web-based events like Halloween and the Brewers’ Feast to
social media for marketing - in this case the use be promoted, but the key to social media is
of Twitter. sociability - it is the engagement with individuals
With a limited marketing and promotional that gives social media its power. Facebook and
budget the new owners engaged One Small Foursquare check-ins promoted meet-ups and
Planet to embark on a personalised awareness tweet-ups with, to date, over 1000 check-ins by
campaign designed to save the owners both nearly 400 people on Foursquare and nearly
time and money by capitalising on the new 500 check-ins on Facebook.
media tools available to them. And that’s not all.
One Small Planet created a Twitter account Utilising the best social media tools
for Harts Pub - @HartsPub - which would available, the account manager then enabled a
strategically manage, monitor and engage on system of 24-hour monitoring any mentions of
behalf of Harts Pub but carefully crafted to Harts Pub whether or not the mentions use the
ensure that all Twitter ‘conversation’ was strictly @HartsPub name or simply Harts Pub.
in keeping with the brand and personality of This meant that Harts Pub, via their One
Harts Pub. Small Planet account manager, could now
One Small Planet account managers In both of these examples, a customer has
engage with people live and in real time.
thoroughly researched the client and scripted been engaged and acknowledged - a powerful
In this example, @franksting tweeted,
the tweets to be sent from the @HartsPub step in customer loyalty.
“Harts Pub has been found”. One Small
Twitter account.
“Beer makes you feel the way you ought to feel without a beer.” Henry Lawson
Now it’s Anzac Day 2011: 12 months on and the new Harts Pub has over 2000 followers on Twitter, nearly
1000 fans on Facebook, over 1000 online newsletter members & is often fully booked out for lunch and dinner.
In December 2010 & January 2011, we brought The Ashes to Sydney! A young American
woman with the Twitter name of @theashes found herself in the midst of a media & cricket
frenzy when we flew her to Australia to watch a test cricket match. We made Harts Pub her
‘local’ and a backyard cricket match and BBQ was live tweeted and live streamed to an
international audience via livestream.com