Case Study

The Last Blockbuster

10 Barrel Brewing partnered with the iconic video rental house to release an exclusive beer

  • PR PR


Summer blockbuster season is as American as apple pie and comes with its own set of norms: trailer releases, poster unveilings, red carpets, lights and glamour that demand attention.

That got us thinking, what if we took some of those same norms and applied them to a beer release in a way that demands attention? What would be the perfect way to release a summer beer in the true spirit of a blockbuster?

It’s hard to hear the word “blockbuster” without thinking of the video rental store. Everyone has fond memories of visiting their local Blockbuster during summer vacation to rent classic flicks. It’s a piece of nostalgia for millenials nationwide. Oh, and did we mention that, as of July 2018, it was announced that the last-standing Blockbuster in America is in Bend, Oregon – home of 10 Barrel Brewing?

Our Solution

We worked with the team at 10 Barrel to partner up with the iconic video rental house to release an exclusive 10 Barrel Blockbuster beer – The Last Blockbuster – and host a Blockbuster-themed block party at the last Blockbuster in America that just so happens to be in 10 Barrel’s hometown of Bend, OR.

By teaming up with the last-standing Blockbuster, we capitalized on a unique opportunity to tap into a pop-culture-driven, nostalgic story, to ultimately increase wide-spread brand awareness and generate buzz among our target consumer.

We developed a three-pronged approach: drive an exclusive story to announce the partnership, send top-tier media and celebrities custom mailers and host a block party for local Bend consumers and media.


We landed 598 media placements, totaling 765.5 million impressions with highly positive sentiment and strong message pull-through. Key coverage includes Business Insider, The Today Show, Bustle, Elite Daily, Adweek and more, inserting the brand into a fun, culturally relevant conversation with a strong call to action. As a bonus, 10 Barrel pubs sold out of The Last Blockbuster beer within two days of release.

598 Media Placements
765M Impressions
$12K Block Party Revenue

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