Brews & Brackets

If only beers could dunk...

Beer fans love to boast about their favorite brewery and talk trash to anyone who doubts their claims. Why not give them a chance to pick the best brewery on the fastest-growing beer account on Instagram? The Beer Department picked eight beers distributed by North Florida Sales to go toe-to-toe in a March Madness style tournament. Fans were encouraged to tag their friends and comment with their votes each round until a grand champion was crowned.

This simple idea turned into Brews & Brackets, the most successful Beer Department social campaign ever made, with gigantic increases in engagement and follower growth. The clear, simple rules made it easy for fans to participate and vote with friends. Breweries like Goose Island and RJ Rockers had no choice but to chime in as several fanbases came to The Beer Department to vote. This campaign helped The Beer Department crack the milestone of over 10,000 Instagram followers and paved the way for future successful campaigns.

A one-sheet case study for Brews & Brackets can be found here. (1.3 MB)

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Notable Results:

  • 875% increase in Instagram comments
  • 15% increase in Instagram followers over course of the campaign
  • Over 15,100 Instagram impressions
  • Over 34,200 Twitter impressions
  • Active participation and/or reposts from Goose Island, SweetWater Brewing, Kona Brewing, RJ Rockers and Bold City Brewery
  • Over 1,300 votes cast

Community/Project Management: Jimmy Larkin

Art Direction: Wade Austin Ellis

Copywriting: Jimmy Larkin

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