/ 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

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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.

GET THE

WORD OUT

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We grabbed consumers’ attention with unexpected displays, social media giveaways, and on-premise engagement.

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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.

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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.