The summer days of fun, music, sun and beer are officially over, and it is now time to review some of the most refreshing beer campaigns of summer 2011. Here is a taste of some of my favorite campaigns with a little social media kick to them:
Pacifico, A Well-Traveled Beer Campaign
Flight Dates – 05/23 – 09/05/11
Objective – Build awareness of Pacifico on Tap within five US cities: San Diego, Seattle, San Francisco, Los Angeles and Phoenix
Execution – Over three weeks in June, Pacifico embarked on a unique road trip in the states. On this journey, they dropped five kegs in five cities, traveling from Mexico to the States, documenting what happens to them along the way. The trip itinerary ranged from surf hangouts and bonfire parties to record pressing jams and mural paintings. Each region featured a local artist—their task was to find inspiration from the Pacifico travels to represent the journey of their assigned kegs on each keg itself. Each city ended up with their own custom keg.
Pacifico’s Facebook page kept fans up to date of their progress throughout the trip by posting new status updates and featuring pictures or short videos of our experiences.
Budweiser Budvar (UK): Judgement Day
Flight dates – Week of July 18, 2011
Objective – Generate awareness about the differences between the “Original Budweiser Budvar and the other Budweiser”
Execution – 200 of Budweiser’s Facebook fans were randomly selected on July 29, 2011 for a sampling program. Participants were required to accept invitations by August 15. They then received a 300ml pack of Budweiser and Budweiser Budvar, delivered to their home with instructions on how to complete an online questionnaire. From the pool of applicants, one will be selected to win a trip for two to the Czech Republic.
Blue Moon: Artfully Crafted Facebook Photo Contest
Flight dates – Approximately June 29, 2011
Objective – To promote and compliment their “Artfully Crafted” commercials and print ads, which featured hand-painted images of Blue Moon beer bottles and glasses to “suggest a hand-crafted effort behind brewing the Blue Moon beer.”
Execution – On their Facebook Page, fans were able to access their Photo Crafterapp. Users can upload their own photos and the app will apply the same hand-painted effect to their personal photos. A winner was selected for the chance to brew beer at the Blue Moon brewery for a day.
Blue Moon also has another app on their Facebook Page, “NextBlueMoonBeer.” They’re asking fans to “share their thoughts and ideas that will inspire our next limited fall release” for a August 31, 2012 release date. Fans must also check a box to transfer ownership of their ideas to Blue Moon. They have three different questions that fans can answer:
- What ingredients should we use to craft the next limited fall Blue Moon beer?
- Our brewmaster Keith often gets inspired to create brews by the food he tastes. Whether it’s a type of cereal or a coffee blend, what types of food should inspire our next fall beer?
- The new beer you’ll help us create will be out next fall. What kind of moments would you like the beer to pair with?
Victory Brewing Company: Inspired By Victory Contests
Flight dates – Approximately July 19, 2011
Objective – According to Victory Brewing, “we want to see what amazing things you can do when you’re Inspired by Victory.”
Execution – Victory asked fans to submit a video up to two minutes with their favorite Victory Beer, showing them “the fantastical feats that those special suds inspire. Submissions were due two weeks later on August 1, 2011 with judging and commenting running through August 24, 2011. Submissions were posted on the contest page. Winners were selected by a group of judges at Victory; the number of comments and overall response from other viewers were factored into the final decision. The grand prize winner was awarded $500. Three runners-up will be chosen and receive Victory prize packs.
Following their summer contest, Victory has decided to launch another Inspired by Victorycontest – a Fall Pumpkin Carving Contest. This time, they’re asking fans to carve pumpkins with Victory logos, slogans, brand logos or brand characters. Fans are asked to email their photo, name, age, phone number, mailing address and t-shirt size to email@example.com Wednesday, October 12. If the user chooses to post their photo on Twitter and/or Facebook, Victory is asking fans to tag them in the posts. The commenting period is October 14-21 with the winner announcement on October 31. The winner will receive $50 and Victory goodies.
Bud United: The Big Time “Social-Reality” TV Show
Flight dates – Week of May 16, 2011
Objective – To build brand’s social media following and generate more brand buzz
Execution – Budweiser launched the Bud United channel in 2010 as a “proprietary global experiment platform connecting consumers’ passion points with the brand.” This year, they created The Big Timewhich aims to give young adults the change to live out “make it big” and live out their “big-time” dreams. Each episode will feature four contestants with the same dream. They will then be assigned mentors, have their skills tested and only one will be chosen to fulfill a dream.
Miller (India): The Coolest Job
Flight dates – July 15 to September15, 2011
Objective – To promote the launch Miller High Life Beer in India and endorse the “Work Hard, Play Hard” brand.
Execution – They launched the The Coolest Job Facebook Page. Within an app on the Page, users were asked to create profile for their applicationand they were then assigned three missions. The first mission asked users to prove their social clout by request at least five votes from friends to unlock the next mission. The application also featured a Twitter stream to track the #thecoolestjob hashtag. The winner of “The Coolest Job” will help promote the brand as well receive Rs $1,000,000(US $2,100) per month.