Red, White and Cruise

A contest so patriotic it made John Adams cry ... Twice.

After its founding, The Beer Department needed a summer campaign to gain a new fanbase in the north Florida area. With all of the great beaches around Jacksonville, it just made sense to give away a sweet beach cruiser to loyal followers. But the average cruiser simply wouldn't do. We decided to create the most patriotic back the city has ever seen. This two-wheeled chariot of freedom was tricked out top to bottom with everything from custom tires to cup holders. This bike was more American than a bald eagle in a nest made of fast food. It's a shame Paul Revere couldn't use this for his famous ride.

Fans were encouraged to repost the promotional image and use the hashtag #thebeerdepartment. People loved the bike so much that over 430 submissions were made in less than four days. The new followers gained from Red, White and Cruise laid the foundation for the future success of The Beer Department, especially on Instagram. The organic engagement that came from the contest saved over $23,500 that would've been needed for the same success with paid social media promotion. 

A presentation of this case study can be found here. (1.2 MB)

Original promotion graphic

Original promotion graphic


Notable Results:

  • 432 unique submissions on Instagram 
  • 48% increase in followers in less than four days on Instagram
  • 92,317 impressions across Instagram and Twitter
  • Over $23,500 saved using organic social media promotion
    • Estimated paid social  = $23,739.01
    • Total spent = $195.70

Photography: Jimmy Larkin, Wade Austin Ellis and Brittany Norris

Copywriting: Jimmy Larkin

Community/Project Management: Jimmy Larkin and Andy Bryant