Beer from a bird.

The Challenge

Phillips Brewing needed to find a way to stand out from their crowd and generate mass awareness of their new pilsner, if they were to capture their targeted share of this market and meet the large volume goals they had planned for the product. The problem was three-fold:
1. craft beer drinkers are a cynical bunch that often disregard mainstream advertising
2. it was a highly saturated space, cluttered with different brands trying to be “different”
3. our budget was small. very small.

The Solution

An idea as audacious and as ambitious as the goals that needed to be hit…

To deliver the first beer off the production line to one lucky winner, by bird.
(And not just any bird, but a mischievous bald eagle named Hercules.)

With a digitally-led campaign, predominantly over social, this far-fetched plan was announced to the world. Following that were a series of training videos of Herc getting ready for his big day, his own twitter feed, wild postings, in-bar collateral, and the worlds-first eagle hotline. As organic PR gained traction (around the globe) and social chatter was rife, the entries came piling in fast.

The Work