CASE STUDY: NARRAGANSETT BREWING 2009 TIE CONTEST

The Brief: Narragansett Brewing Company runs an annual Father's Day tie contest wherein consumers are asked to submit tie designs to the Brewery. 15,000 examples of the winning design are given away with the purchase of a case of beer. The contest has been traditionally limited to residents of Providence, RI, but in 2009 Narragansett wished to spread word of the contest to creative communities in Boston as well. coBRANDiT's Role: Utilizing existing creative (a poster), coBRANDiT created a cross-platform widget that could be shared (via email or social nets) and embedded in blogs and profiles. The widget contained contest details, links to brand websites, an invitation to the contest wrap party, and a video call-to-action. (As of 7/2010 the widget is no longer supported. The video component can be seen here.) coBRANDiT distributed both the widget and the related video, posting to 12+ social media sites and managing blogger outreach and commentary across all channels. All content was optimized for SEO with the secondary goal of improving search results for Narragansett Beer. Results: Word got around between Boston and Providence, and 'Gansett got many entries. The winning tie was released and spawned at least one fan video...see below.