THE BIG IDEA
When most of our audience’s summer daytime wasn’t spent outside, but instead in an office, the idea of #LeinieFriday was born. #LeinieFriday is an open permission slip to leave work a little early on Friday to make the most of their summer.
The campaign included Facebook, Twitter and Instagram content, a branded badge on the beer app Untappd, and a local activation in Chicago – spurring thousands of fans to leave work early, share a Summer Shandy, and post content of their own using #LeinieFriday.
HOW DID WE GET HERE?
OPPORTUNITY: So, for the 2015 launch of the beer, we created #LeinieFriday – an integrated campaign that leaned into a cultural tension point and carved out a daypart that no other beer brand owned.
RESULTS: In the end, the small-budget campaign set new engagement records for the brand, our Untappd badge became one of the most successful on the app and sales of Shandy increased almost 11%.