Situation:

Promote the launch of Smith & Forge, a new hard cider with a distinct brand position.

Task:

Create a thematic launch event in Brooklyn that communicates the brand's "gritty, but great" brand identity.

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Action:

We took over the Brooklyn Bowl with a unique 1920s style event. Key beer drinkers were invited via Thrillist to come enjoy Smith & Forge Hard Cider and experience 1920s feats of strength games and live music. Activities included an arm wrestling tournament, a bowling competition, a High Striker competition, a custom photo booth with oversized props and blacksmiths forging branded belt buckles onsite. We interviewed and hired 30 promotional staff and sourced period-appropriate costumes. The evening culminated with a performance by Caveman as well as an appearance by “Breaking Bad” actor, Mike Ehrmantraut.

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Result:

This event was a huge success and consumers were excited about the first look and taste of Smith & Forge Hard Cider. Lines to get into the event formed around the block. Once inside, consumers actively participated in all the activities and experienced the true essence of the brand.