BrewDog has long cemented its reputation as a disrupter in the beer market, an increasingly crowded space, with stiff competition. When it came to launching a new product, the much-loved brand knew they had to think differently, which led them to partner with Co-op Media Network.
Summary
Working with this much-loved beer brand, we developed a highly unique approach to support the launch of their new "Wingman" beer, as well as improve brand engagement. Using our unique festival programme we delighted shoppers with an exclusive competition and an on-site activation to be remembered...
What we did
- Competition
- In store media
- Store takeover
- Social Media
- On site activation
Results
81%
Brand uplift
Challenge
To help drive engagement and generate sales for BrewDog's new ‘Wingman’ beer and increase overall brand affinity.
Solution
Our strategy was to create an unmissable opportunity for Co-op customers to interact with the brand through an exclusive competition and create a highly memorable activation that resonated with BrewDog’s playful and music-loving audience.
To do this, we leveraged not only Co-op’s strengths in scale and reach (17m weekly transactions across 2,500 stores) - but also our unique position as the only retailer with an onsite festival store program. This also tied into both brands' history of supporting music venues and events, making the campaign super relatable and relevant. The campaign was executed in two distinct bursts:
April Buy-scan-win Competition
A Co-op exclusive competition encouraging members to win festival tickets to Kendal Calling. By timing the campaign when general admission tickets had almost sold out, we created a heightened sense of urgency and anticipation for the competition prize. Executed through:
- Digital till screens
- Branded vinyl chillers
- Full store takeover in Manchester
- Targeted social media posts
On-Site Festival Pop-Up Activation
A branded in-store and experiential campaign enhancing the festival experience for Kendal Calling’s 40,000 attendees. We leveraged BrewDog’s participation in the festival by linking in-store purchases with their own on-site bar, driving additional footfall, and enhancing overall brand affinity. Including:
- Branded queue barrier at pop up store entrance
- Branded digital totem
- Exclusive printed coupons to be redeemed at the BrewDog bar
81
%
Sales uplift across the brand
52
m
In store impressions
32.5
k
Competition entries
The April Buy Scan Win competition generated pre-festival buzz and incentivised purchases, while the on-site activation created a memorable and rewarding festival experience. By leveraging both physical and digital touchpoints, the campaign delivered a seamless and impactful strategy that resonated with Co-op members and festivalgoers alike.
Get in touch
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