Small microbrewery is building a local following through Social Media campaigns and independent distribution channels.
- Brewer needed to leverage the already produced packaging to communicate offers, where-to-buy and social media interaction.
- No marketing resource and limited budget available.
Use the existing barcode as the trigger to be scanned, no need to amend existing packaging. Inform consumers about scanning option via a sustained Social Media campaign. Keep the interaction going by keeping the microsite up-to-date, presenting news and challenges via Social Media.
- Reduction in social media effort as Diverted cans generate their own buzz.
- Brewer investigating loyalty-driven competitions to drive demand.