Third Shift Amber Lager was looking to increase their brand connection with aspiring and passionate artists; passion being the premise behind the new lager. In addition, their goal was to increase awareness about the new Third Shift brand and to create sampling opportunities with consumers in order to generate sales.
Entercom Seattle partnered with Third Shift Amber Lager to create an event marketing campaign. Third Shift Amber Lager became the official sponsor of the event “The South by Southwest (SXSW) Seattle SendOff powered by Third Shift.” The sponsorship was activated with a Third Shift VIP Lounge which included Third Shift drink tickets with paid admission. The campaign was supported by on-air and online radio commercials, web display ads, a microsite and DJ endorsements.
As a result of the campaign, Third Shift Amber Lager sold over 30 cases and exposed their new brand to over 250 attendees through samplings.