The brand will decide on a different theme such as photography or art for fans to discuss on the platform each month. Budding artists will be able to upload their own content to Facebook, which will then be shared across the brand’s several other digital properties including Twitter. Themes will vary slightly depending on the market.
Additionally, the hub will host short movies from the brand’s recently relaunched platform for independent film makers to share their productions online.
The SAB Miller owned lager brand says there are no immediate plans to use the content beyond its online channels. However, Ronald van Amerongen, global brand director at Grolsch, says the launch is “just the start” of its digital strategy, adding that any content uploaded to the hub could be used in future campaigns.
He adds: “With all the consumer content that we’re going to have access to through this new platform we’ll be able to do much more with it than just upload it to the digital space.”
The hub is part of a wider revamp of the lager’s global web presence, which Grolsch says is “all about engaging the audience and inviting them to Choose Interesting by curating, creating and facilitating interesting content.”
As part of the revamp, Grosch has also updated its website to focus on the shape of the brand’s bottle.
The strategy has been developed in partnership with digital agency LBi and aims to build its presence in key international markets including the UK, Europe, Africa, the US and Asia.