/ GOOSE ISLAND
WE’RE INTRODUCING YOUR NEW FAVORITE HOLIDAY
(WHO CARES IF IT’S MADE UP)
In 2019, March 12 fell on a Tuesday - a day not typically seen as a prime day of the week for alcohol consumption, especially given that most of our fans are stuck at work all day. We wanted to give consumers not only a reason to celebrate... but also an excuse to get out of work.
CELEBRATING A MADE UP HOLIDAY
we offered up 312 excuses to get people out of work TO celebratE 312 DAY
And just in case one of our made up excuses didn’t work on the boss, we also gave consumers a Drizly offer to get 312 delivered to their work.
We grabbed consumers’ attention with unexpected displays, social media giveaways, and on-premise engagement.
every excuse needs an escape vehicle
Leveraging an excess inventory of branded bikes, we hosted a 24-hour bike giveaway in the Chicago market. Clues were given via Twitter as Chicagoans raced around town to find the locations of the free bikes.
TOWERING ABOVE THE COMPETITION
Off-premise channels featured unique merchandising tools, including the Sears Tower display, which out-performed any display previously executed by Goose Island and secured 6+ months of placement.
To build awareness and excitement within the Trade, we created a toolkit encouraging on-premise locations to join in the 312 Day celebration, including branded coasters and customizable signage.