Beer Yoga: Organization and conducting the first official classes in Russia Юлия Сафиулина
This work
in other
nominations
Video
Task
In the conditions of the Dark Market and with a small budget to make a viral PR project with seeding news in mass media and social media.
Ideas and solutions
We were the first in Russia who developed and officially hold beer yoga session for brand Efes. Solution: Considering that the project’s budget was quite small and our main goal was to draw maximum attention to the classes and brand Efes (getting viral spread and interest in various media), we offered to practice beer yoga to well-known bloggers and journalists from the leading media for their further broadcast of information to readers and followers. The event: Marina Vovchenko known for her provocative yoga practices (carrying out alco-yoga tours at the sea) was chosen as yoga trainer on the Beer Yoga. She is blogger-winner of INSTAR # AWARDS (1.3 million followers): www.instagram.com/vovchenkomarina. We created special atmosphere of the brand in the hall and in the frame, that included summer setting, beer, yoga classes, socialising, active leisure. The guests felt deeply the effect of “belonging” to the global event that was generated at the world famous Burning Man art festival. PR: Such channels as Russia Today, Life News, RIA novosti, Utv, Channel 5 visited the event and supported it with reports and publications. Also there were 15 print and digital publications: The-Village.ru, Afisha Daily, Lenta.ru, Mhealth.ru and others. Bloggers: 14 bloggers visited the classes. The headliner was Ida Galich (one of the three most famous Instagram bloggers in Russia – 4.1 million followers). In her Instagram and YouTube channel she posted two videos about beer yoga (video on YouTube - outside the framework of the arrangement).
