Blue Moon: CRAFT THE NEXT BLUE MOON

Credits & Description:

Advertiser: BLUE MOON BREWING COMPANY
Agency: THE INTEGER GROUP
Category: Best Integrated Campaign Led by Promotion and Activation
Senior Account Executive: Carrie Solberg (The Integer Group)
Group Creative Director: Dan Kiefer (The Integer Group)
Group Account Director: Greg Neale (The Integer Group)
Senior Writer: Dillon Snyder (The Integer Group)
Social Media Manager: Jesse Spencer (The Integer Group)
Senior Account Executive: Jennifer Heaton (The Integer Group)
Account Executive: Meagan Nelson (The Integer Group)
Account Director: Natalie Ross (The Integer Group)
Senior Art Director: Tom Reynolds (The Integer Group)
Senior Account Executive: Ashley Stout (The Integer Group)
Associate Creative Director: Dustin Bredice (The Integer Group)
Senior Digital Art Director: Ryan Davis (The Integer Group)
Illustrator/Painter: Shelly Bartek (Shelly Bartek)
Developer: The Nerdery (The Nerdery)

Implementation
Our solution was to have our fans help us craft a new beer for the upcoming lunar blue moon that would occur over Labor Day weekend. In short, Craft the Next Blue Moon for the Blue Moon. The goal was to increase awareness of Blue Moon Brewing Company on Facebook and in social media and drive velocity at retail.

Relevancy
The creative was successful because it created intrigue and action for the entire year of the campaign. Through the creative, fans could literally see our beers get created from the sketch pad to the final painting. The painted look and feel was ownable to the brand and the overarching Artfully Crafted positioning of Blue Moon. It drove consumers to celebrate a non-traditional holiday (the blue moon) which drove PR, awareness, and sales for the brand.

Outcome
The campaign extended the Blue Moon Brewing Company’s reach on Facebook and drove an estimated 24,000 fans to accounts to sample the beers they helped craft. On the weekend/night of the blue moon it drove fans to purchase the beer they helped craft in celebration of the rare event. As a result, Blue Moon Seasonal Beer sales went up 20%, Blue Moon Sampler Pack sales went up 134%, and Blue Moon Belgian White sales went up 13%.

Client Brief Or Objective
The objective of the promotion was to educate current and new consumers that Blue Moon was more than just one beer. After 17 years of brewing, Blue Moon Brewing Company had become best known for Belgian White. We wanted to let fans know there was a larger portfolio of beers for them to enjoy. The strategy was to get fans actively involved with the brand and let them have a say in what our brewmasters create next.