Digital

Rickard’s Beer Does Movember

November 16, 2011
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We’re halfway through November, which can only explain the influx of bristly, scruffy, and woolly faces around town. To show some solidarity with the Movember movement, Rickard’s has outfitted each of their brews with a characteristically distinct ‘stache. Each beer gets its own style: the Red Imperial, Blonde Handlebar, White Walrus, and Dark Chevron. A Facebook app “MO DUELS,” in which you choose a team and duel your “mo” by uploading pictures of your growing progress, provides interactive entertainment for the digital drinker. To add to the fun, a video spot (seen below) promotes the campaign: Check out the...

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Beck’s Green Box Project Merges Art, Technology, and Beer

November 3, 2011
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Beck’s Green Box Project is a “global fund established to inspire, celebrate, and financially support independent talent in art, design, music, and fashion.”  From July to September of 2011 Beck’s released 30 Green Boxes around the UK, US, and Italy that trigger an augmented reality app designed for the project. Using your smartphone or tablet, you simply point your device at the box and experience virtual artwork by renowned artists. The project will span over the next three years, showcasing 1,000 creative projects. This campaign is a great example of how beer brands can gain exposure through new technology...

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Low Calorie Beer Marketing: How Low Can You Go?

April 24, 2010
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My beer’s healthier than yours. That’s more or less the tactic being employed by MGD 64 as it turns its guns on 95-calorie Michelob Ultra. Michelob Ultra has worked for years to position itself as an “active lifestyle” beer for the athletically minded, going so far as to ink a high-profile endorsement deal with cycling legend Lance Armstrong and launching a Facebook app that locates running and cycling paths. In its new campaign from Publicis’ Saatchi & Saatchi, MGD 64 takes a similar tack, launching a branded pedometer app that uploads users’ total steps into Facebook group challenges such...

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