Beer brand Samuel Adams has put mobile at the centre of its latest ‘Cold Snap’ seasonal brew, using games, ads, Instagram, Spotify and Facebook to promote its launch. The campaign featured audio ads on Spotify’s iPhone application with the brand’s “For the Love of Beer” slogan. The ads promote Cold Snap and consumers are encouraged to learn more about the beer by clicking though a full-page ad. The beer brand is also leveraging Instagram to promote Cold Snap through the hashtag #SamAdamsBeer. Tagged photos are showcased on the site, and clicking on one prompts a new browser window to open.
Brand: Samuel Adams | Sector: Retail | Country: USAl | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, Music, Instagram, Spotify, Mobile
The Spotify ad redirects consumers to a Samuel Adams microsite that features a sweepstakes. The beer brand is giving out five $100 grand prizes. Other prizes include branded gear.
Consumers are encouraged to create a virtual flight of Samuel Adams beers to enter the sweepstakes. To qualify for the grand prize, Cold Snap must be incorporated into the flight.
Additionally, consumers can create a name and description for their flight. Once the beer selections have been made, consumers can share their creation on Facebook.
Spurring consumers to engage with the brand through a virtual game that ties into Facebook is a smart move for Sam Adams to get the word out about its new product through a combination of social media and mobile.
On the Instagram ad, consumers can choose to open the picture in Instagram if the app is already downloaded. Users can also download the Instagram app from Apple’s App Store or Google Play by clicking on the photo.
