Newcastle Brown Ale - Walk the Dog Campaign
Newcastle Brown Ale - Walk the Dog Campaign

Story

In an effort to garner exposure for the Newcastle Brown Ale brand and its British heritage, Havas Formula developed and executed Newcastle’s first “Walk the Dog Day”—a one-day event consisting of five simultaneous parties taking place across Los Angeles and Orange Counties—that paid homage to the British phrase used when men are sneaking out to grab a pint at the pub.  The goal was to create attachment to the brand among target consumers (labeled “convention breakers”) in an authentic way in order to drive trial and sales.   

Tactics

  • Tap top LA regional bloggers from Crave.com, LAist.com and OCWeekly.com to hot exclusive invitation-only consumer, media and influencer “Walk the Dog” events at bars frequented by Newcastle’s target “hipster” audience
  • Partnered with Filter magazine to secure convention-breaking bands on the cusp of national notoriety for event entertainment
  • Secured world-renowned artist Ron English to create Walk the Dog artwork featured on event T-shirts and posters distributed to attendees
  • Attendees were encouraged to upload Walk the Dog photos to their Facebook and Twitter pages via onsite iPads to generate word-of-mouth buzz

Results

  • Walk the Dog Day connected with more than 1,000 convention breaker consumers
  • Retail accounts sold nearly 3,500 drafts and depleted 28 kegs
  • Generated more than 7 million gross impressions across regional and national outlets, including OCWeekly, LAist, Crave Online and Thrillist
  • Resulted in a two-month increase in sales of 161 percent year over year

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345

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