Full Sail wins at retail. Their logo is emblazoned on everything from key chains to coolers. In an effort to up their POS presence and social media following, they wanted to run a summer-long sweepstakes—100 days—and give away a prize a day. To top it off, the grand prize was an all-expenses-paid trip to Hood River—the birthplace of Full Sail Brewing. In an effort to keep production costs trim, we took to the Hood River trails and backwoods spaces we love the most, utilizing the talents of friends and, in a few cases, using our own team as talent.
#SessionSummer became our branded hashtag and the launching point for the rest of our creative direction. We split the campaign into three phases: Summer on the Scene, Full Swing of Summer, and Last Drops of Summer
We took these concepts and embarked on the whirlwind photo shoot—aiming to collect low-cost assets that could tell this story and engage a wide craft beer-drinking audience.
By partnering with other local brands including Moonshine MFG, Dakine, Slingshot Kites, and TREW Gear, we extended our reach and positioned Full Sail Brewing as a member of the larger community playing for the greater good. From in-store displays to a full-blown social media campaign, Full Sail Brewing’s Summer Session Sweepstakes all but took over, inspiring user generated content and partner involvement.
The campaign ignited on Memorial Day 2016 and wrapped up Labor Day of the same year, broadcasting to an audience of over 500k and garnering over 60k total entries.