Okanagan Spring – Free Beer Marketing Campaign
Posted by Steffen Stäuber
Watch the case study video here:
“Major sporting events don’t need beer sponsorship. You do!”
This was the starting point for TBWA Vancouver to create an integrated campaign for promoting their clients craft beer. Instead of sponsoring big public events the Okanagan Spring invested his ad dollars directly to its drinkers.
Party hosts could submit their ideas on sponsormespring.ca from their small-scale, backyard or basement social gatherings to party’s like “Hanging Around After Ed’s Soccer Game”. People could vote on who should get supported and by the end of every month sponsorships where given out to the submissions with the most votes.
The documentary pictures of the events could not only be found on flickr and other social media portals but also became part of the official ad campaign.
A great idea that sells, in the frist month of the campaign sales went up by 30%.
Unfortunately they don´t sponsor events in Germany.
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Tags: Canada, free beer, integrated campaign, Okanagan Spring, party, people centric, sponsoring, TBWA, Vancouver
20. August 2009 um 11:28
For me this is what advertising is all about, speaking to the people using real people. This is brilliant.
This is the type of advertising i really miss seeing.
20. August 2009 um 16:19
Me too! I don´t know why agencies and clients in Germany are so afraid of that kind of communication! You can hardly find any example like this here…
17. November 2009 um 17:00
[...] more on the Okanagan Spring work, go here and [...]
23. Januar 2011 um 09:29
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