1. PR-­‐project
«Mistery
Jounalist»

2. our
task:
Maximize
the
PR
effect
from
the
launch
of
quality
control
program
in
HoReCa
by
«Alivariya»
beer

3. media
audience:
,%-#.*%&
!"#$%#& !
0""%& ,"#-!
!"#$%& 1%()*%& 4"3*%&
'%()*%&
/0%"'(!
,%/%(%& 123*).&
'%()*%& !"#%+!
5%-%"#.& 6%()2%&
!"#$%'()*! +()*%&
!"#$%&
.#*-#&!
4"3*%&
,%-#.*%&
Women
vs. Men
journalists of mass public media

4. our
challenge:
dominant
female
audience
does
not
consider
beer
quality
-­‐
to
be
an
important
topic

5. our
solu3on:
before
holding
a
press
conference
we
decided
to
engage
most
influenEal
journalists
into
the
subject
by
a
non-­‐standart
acEvity

6. our
idea:
to
give
jounalists
a
role
of
a
«MISTERY
SHOPPER»

7. invita3on:
Journalists
received
a
postcard
in
the
form
of
laptop:
You
are
invited
to
special
team
of
quality
assessment
You
are
the
first
member
of
a
journalisEc
invesEgaEgaEon
The
mission:
to
see
how
quality
standards
of
"Alivariya"
beer
are
kept
through
all
the
way
to
the
consumer
Be
careful:
the
smallest
details
maNer!
And
remember:
no
one
else
should
know!
Good
luck!
Mission
«Quality»

8. task:
Journalists
who
have
confirmed
their
par3cipa3on
via
e-­‐mail
received
puzzle,
that
gave
a
clue
(name
of
cafe)
as
a
star3ng
place
of
the
mission
«Библос» «Эль-Помидоро» «Иль-Патио»

9. mission:
We
have
split
journalists
into
3
teams.
Each
team
was
to
visit
3
HoReCa
insEtuEons.
Everyone
has
received
props
for
evaluaEon:
•a
card
with
criteria
•alcohol
thermometer
•a
ruler
to
measure
the
height
of
the
foam
cap.

10. mission:
Journalists
under
the
guise
of
ordinary
customers
ordered
beer
Alivariya,
studied
it
and
gave
their
es;ma;on
They
were
accompanied
and
trained
by
representa;ves
of
the
plant

11. results:
The
parEcipaEon
of
journalists
in
this
unusual
acEvity
not
only
created
addiEonal
interest
to
the
press
conference,
but
it
was
the
subject
of
many
publicaEons
itself

12. results:
28
from 34 invited
ediEons,
aNended
the
press
conference
(iniEally,
for
a
such
informaEonal
cause
the
turnout
was
esEmated
at
50-­‐60%)
29 free
publicaEons
on
the
program
of
quality
control
of
beer
Olivaria
in
HoReCa
9 of
published
arEcles
have
been
devoted
directly
to
«Mistery
Journalist»
acEvity

13. publica3on
examples:

14. thank
you
for
aCen3on