TURNING OUR MOST LOYAL

CUSTOMER INTO A BEER.

In the retail-liquor game, the "summer wave" sales period is the most important time of year.

Our client, "1st Choice Liquor" was looking a campaign that would have consumers heading into their outlets over their competitors, during the summer period.

RESEARCH

After sitting down with the client, we unearthed a little-known fact that would blow the whole brief open—they owned and operated a small brewery. In other words, they could brew their own beer.

TECH MEETS STORYTELLING

Facebook had just launched their Facebook Places product the previous month—this would prove to be a great entry mechanic for our idea...

IDEA

...to turn 1st Choice's most loyal customer into a beer.

SO WHAT DOES BECOMING A BEER MEAN?

THE WINNER SHALL:

Be the new face of the next great Australian beer
Have their likeness appear on the label of the beer
Choose the name of the beer
Direct the marketing (colors, logos, label, positioning, strategy, advertising)
Select style of the beer (eg IPA, lager, ale)
Tour of brewery to check progress
Have their beer stocked in all First Choice stores
Get a small percentage of said beer
Only way to get this once-in-a-lifetime opportunity is to be our most loyal customer

PHASE TWO

Competition

OUTDOOR

SOCIAL

All media pushed beer lovers to our Facebook app. This was where you entered the competition and chose your beer's name, taste and label.

Summer arrive, and consumers now had a reason to choose 1st Choice Liquor over competitors. They started checking-in like crazy.

LEADERBOARD ON FACEBOOK APP

POS

With individual retailers now able to track competition data relating to their store, they were able to run promotions on their most loyal local customer.

At the end of summer, the winner became a beer—which instantly became a top seller. And we showed 1st Choice Liquor how a tech trend powered by a good idea leads to great results.

SCORING

The rules were simple. Every Facebook check-in at a store got you 1 point. The person with the most points at the end of summer would be the winner.