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?
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.