- Entity -
- Chicago Alternative Rock Station
- Format -
- Client(s) Name(s) -
- Sam Adams
- Client(s) Industry(ies) -
To encourage Sam Adams accounts to increase orders and showcase Sam Adams beer at 19 local pubs.
Sam Adams sponsored the station's 20-week long "Chicago Pub Pride" interactive program. A feature channel showcased a different pub each week and included a video produced by the station. Listeners also registered to win Visa gift cards, courtesy of Sam Adams. Sam Adams district managers leveraged the program when asking the pubs to order more product and offer it to bar patrons "on special."
Measurement of Success:
The Chicago Pub Pride program proved to be a successful sales tool for the Sam Adams district managers. The pubs all ordered extra Sam Adams products and appreciated the promotional exposure offered by the station. The pubs liked the station-produced videos so much, they also posted them to their social networking sites for even greater reach.
Sam Adams hadn't bought the station in a long time, but this idea brought them back. This program generated over $100,000 in interactive revenue for the station.