Shiner Promo, Case study SHINER LOCAL STAGE by Mcgarrah Jessee

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United States
Agency Mcgarrah Jessee
Creative Director Dave Holloway James Mikus David Kampa Jeremy Cox, James Mikus
Art Director Tim Cole, Michael Anderson
Designer Meredith Callaway
Photographer Nicole Truly
Released September 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: BEER
Date of First Appearance: Sep 13 2010
Entrant Company: McGARRAH/JESSEE, Austin, USA
Creative Director: Dave Holloway (McGarrah Jessee)
Creative Director: James Mikus (McGarrah Jessee)
Creative Director: Jeremy Cox (McGarrah Jessee)
Art Director: Tim Cole (McGarrah Jessee)
Art Director: Michael Anderson (McGarrah Jessee)
Writer: George Ellis (McGarrah Jessee)
Designer: Meredith Callaway (McGarrah Jessee)
Photographer: Nicole Truly (McGarrah Jessee)
Media: Lauren Markaverich (McGarrah Jessee)
Integration: Brittni McCorquodale (McGarrah Jessee)
Media placement: Outdoor Billboard - Festival Entrance - 8 October 2010

Insights, Strategy & the Idea
How does Shiner, a small independent brewery, have a presence at the giant Austin City Limits Music Festival without being a sponsor? The ACL festival had grown more corporate, more global, despite its local beginnings. The goal was to use Shiner’s pro-local heritage to infiltrate ACL in a grass roots way.

Young festival beer drinkers, especially those who had local roots and ties to local music and remembered how the festival began.

Shiner expects big impact from small budgets. We had $15,000 for this initiative, so we couldn’t go toe to toe with bigger breweries. But some people had grumbled that ACL had become too big, so we decided to reclaim the festival for local fans, local bands and local brands.

Shiner has always supported local music in Texas. It’s in our DNA, so the idea was a natural fit for fans of local music and local beer.

Creative Execution
A double-stacked billboard was already bought on the main street leading into the festival and most of the 85,000 people attending the festival would walk by it. So we decided to create an event leading to the event. We invited people to “Rock Local. Drink Local.” We hired a concert promoter who booked 10 local bands to play an hour each over two days. We created our own local music festival on a billboard, instead of just running traditional creative.

Teaser creative on the billboards prior to the festival told people to look for live music where the billboards were located. We posted videos of the bands on Facebook and Twitter as they played. A custom video booth in the crowd streamed video to Print ads in a local alternative magazine told people about our stage. Fans of the brand talked up the stage in social media too.

Results and Effectiveness
Shiner gained many new fans who would never have been exposed to the beer inside festival gates, especially those who live outside of Shiner’s distribution area.

Nearly everyone who attended ACL saw Shiner’s Local Stage. They also saw local entertainment and not advertising billboards.

There were 45,789 Facebook impressions from the event, and 513,800 impressions for the billboards. We also reminded longtime fans of the brand that Shiner was still a supporter of all things local, and we enticed new fans to try local favourites in music and beer.