The New York State-based Brewery Ommegang wanted to launch their new Nirvana IPA beer exclusively in NYC with a Growler Pop-Up Store in SoHo.
The surrounding campaign was designed around the concept of "Finding Nirvana," and communications ranged from POS materials at bars to a geo-targeted social media campaign. 300 lucky beer-lovers received tickets to an exclusive event at the store, where they would be among the first to taste the beer. During the week the pop-up was open, consumers could sample the IPA and purchase their very own limited-edition growlers, complete with custom hand-engraving. They could even sit on a cloud photo-op, declaring they had "Found Nirvana."
To keep the buzz going, there was an Instagram contest with daily NYC-centric prizes for the lucky New Yorkers who shared photos of their own "New York Nirvana". Prizes ranged from Katz' Deli gift cards to ZipCar rentals.
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