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Duvel Green

CHALLENGE

How do you get craft beer drinkers to respect a new take on a 140-year old craft beer? This was the challenge that Beyond Traditional and SF-based interactive agency Real Branding were faced with. This meant mutually creating and executing a complete guerrilla marketing campaign for Duvel Green, the latest beer from Belgian brewing company Duvel, as it rolled out to select bars in New York City, Chicago and San Francisco. The goal was to inspire ground-level buzz through multiple media outlets that took advantage of the exclusive nature of the product's availability..

SOLUTION

We used a derivative of Geocaching, an outdoor activity that uses geographical points (usually latitude and longitude), to create a treasure hunt for participants, which dictated the vision for the entire campaign. Custom Duvel Wild Postings, each printed with the nearest bar's latitude and longitude points, were installed all over each city. To accompany them, branded Building Illuminations lit up the sky at night, and street teams of over 50 infiltrated heavy bar areas distributing custom Duvel coasters that doubled as Admit One tickets to a VIP Duvel-sponsored party. We partnered with bars in each city for "buy the beer, keep the glass" promotions that left a solid takeaway with each person that tried Duvel Green.

RESULT

Beyond Traditional successfully managed this multi-pronged alternative marketing campaign seamlessly, with simultaneous campaigns running in each market. The specific results speak for themselves:

• Over 25,000 branded coasters distributed
• Over 1,000 Duvel Green signature glasses given away
• Over 100 wild postings installed
• Nearly 2,000 visits to DuvelGreenDiscovered.com in the month of December
• Standing room only at targeted bars during events… some to the point of tap out!