A SCAVENGER HUNT FOR KEXP FANS AND IPA LOVERS

BRANDING, SOCIAL / DIGITAL CONTENT

To launch Scuttlebutt's new Transistor IPA, (a beer whose proceeds went to support non-profit radio station KEXP) we tapped into the insight that great beer and great music often share a deeply passionate, proudly eclectic audience. So we designed a similarly eclectic brand experience to reach them. No traditional product launch here. Instead, we worked with KEXP DJ Troy Nelson to create “The Transistor IPA Drinking Song," and played it on the air and pressed it on a limited-edition keepsake—a playable vinyl record coaster – to promote the partnership at bars throughout the Seattle area.

Full-scale guerrilla marketing campaign in action.

Full-scale guerrilla marketing campaign in action.

We created custom-branded Crosley record players as giveaways for special KEXP nights at local venues.

We created custom-branded Crosley record players as giveaways for special KEXP nights at local venues.

Wild Postings that were hung all over the city.

Wild Postings that were hung all over the city.

It’s a coaster. It’s a record. It’s a subversive ad campaign.

It’s a coaster. It’s a record. It’s a subversive ad campaign.

We built a model and 3D printed a custom hand=painted tap to travel to bars carrying our Transistor IPA.

We built a model and 3D printed a custom hand=painted tap to travel to bars carrying our Transistor IPA.