Event marketing is back on the menu
The post-pandemic optimism everyone's feeling at the moment has, of course, reached the ad world. And with it, event marketing is beginning to make a triumphant return.
Just during the last month, in the Drinks industry alone; Malibu brought the beach to East London, Jose Cuervo served cocktails from kegs in their Tequila Taproom, Heineken kept hikers hydrated with remote bars across the Emerald Isle, and Stella Artois and skate brand Palace unveiled pop-up pubs in London and New York.
So as we planned an August bank holiday marketing event in celebration of Butcombe Brewing Co's new Stateside Session IPA - the campaign was in good company.
On the day of the event, a branded bike traversed Bristol in search of willing tasters and drinkers; stopping at various pubs and hotspots around the city.
Whether they were Butcombe veterans or unfamiliar with the local brewery, the Stateside Session IPA was a big hit.
Unlike many pop up events of the last month though, the Stateside Hunt and tastings didn't rely solely on the spectacle of the day to attract attention.
Driven by the Stateside Session IPA's pairing of American and English hops, we developed an integrated campaign that had more longevity.
Socials were developed comparing and contrasting foods and clothing from both sides of the Atlantic, posted in the run-up to the event.
Footage of the day was repurposed into lively socials. A longer edit was created for Butcombe to use in future.
A bespoke landing page and competition that ran before, during and after the August bank holiday enticed engagement by offering the chance to win beer for a year.
You can read the full case study here: https://www.thecreativeconsultancy.com/work/butcombe
The lesson? Give some shelf-life to your marketing event by twinning it with a well thought-out social strategy.
If you've got a project you'd like to discuss, contact The Creative Consultancy today.