The Brief:
Craft brewer Flying Dog has an ambitious social media program; they aim to be the most web 2.0 savvy brewer online. The goal is to communicate with home brewers, beer drinkers, and afficianados in the environments where they live, and to create and place content in easily sharable formats. Video is a clear part of the mix.
coBRANDiT’s Role:
coBRANDiT travelled to Flying Dog HQ in Denver, CO for 2 week long taping sessions; one in the winter and one in the summer. While in Colorado we documented the brewhouse, interviewing brewery founders, the head brewmaster, bottlers, and other staff; the brewery Superbowl retreat in Steamboat, a roadtrip to Flying Dog’s original location in Aspen, and various staff interactions and brewery events. The results were edited into a year’s worth of bi-weekly video which was distributed on various sharing sites, and on a vlog we built and continue to manage. We also developed and distributed a video widget that brought the entire series to embedded locations. In addition we worked with FD marketing on how best to integrate our activities with event, advertising and packaging initiatives, tying it all together with an outreach strategy that incorporated all elements of the program. SNCR recognized our work with the 2007 Award of Excellence in the Corporate Video category, a full case study can be seen here.
“The guys at coBRANDiT are forward thinkers. They’re constantly analyzing new and current social media technologies to present to clients and integrate into their marketing efforts. They love this stuff.” –Neal Stewart, Prime Minister of Marketing
**Note: Neal was formerly the Brand Manager for Pabst Blue Ribbon, and in that role became coBRANDiT’s first client. We produced a series of PBR neighborhood interviews for him in exchange for beer. The story was written up by Rob Walker in Inc. magazine, August 2004. That’s what put us on the map.
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