Were the on-and-off-site campaigns we created for ABV craft beer brands Victory and Southern Tier challenging or labors of love? Well, we do love our craft (double meaning intended), so lets just say we went all out to own every season of the year.

Spring kicks off marathon season and the perfect time to “Revel In The Taste of Victory.” So we sponsored and celebrated a variety of off-site running events, on-premises game wins and new brew tastings with trophies.

We awarded on-site MVP robes and encouraged brand activists to register online to become an MVP and influence others. After all, craft beer enthusiasts feed on word of mouth, literally, to be among the first to revel in their taste for, and knowledge of, craft.

Ah, summer. The time to turn it loose, especially along the Jersey Shore. Victory was already their “Official Beer of Summer,”so we leveraged it, creating our own community of brand activists: Flip Flop Nation.

Complete with a Flip Flop Nation on-line and in bar poster creed and flags to fly over outside beer stands and inside bars along the beach (or anywhere our brand activists planted them).

We offered beach towels, free flip flops for joining the Nation online, blow-up beach toys, surf and boogie boards, coasters turned into a legendary bar game and digital and social executions promoting Flip Flop Nation and the full line of Victory crafts.

The results? Victory, with a gain in brand activists that lifted our awareness of being “The Official Beer of Summer” to new heights.

In Q3, Southern Tier put the cap on beach time, outdoor parties and get-aways, inviting craft lovers to “Make Your Cooler Cooler” with their full line-up of craft beers.

We created on-site posters, social and digital executions, tee-shirts and, of course, in-store displays, inviting craft lovers to win a stocked Cooler Cooler. Naturally, there were sunglasses, tees, and swag for craft beer lovers galore.

Named for our craft lovers’ use of Tinder, we Introduced Southern Tier Swipe Light in Q2, getting a jump on hot icy-cold craft beer weather.

On-site posters challenged patrons to Ghost Your Go-To and Swipe Light. On-site games included the ability to Swipe Light to serve another patron a complimentary Southern Tier and other Ghost Your Go-To games. Naturally, we supported stores with displays and craft lovers with a host of promotional items from koozies to foam fingers.

Results for Southern Tier? The Ghosting of a lot of Go-To brands, turning the Swipe Light brand into a brand activist battle cry.