INK Crafts Award-Winning Campaign

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  • November 15, 2017
  • Madison Scullin

Last week, PRNews honored INK as the recipient of a Digital Award in the Contest/Game category for #JustBucket, an integrated social media campaign we brewed up for Thirsty Planet Brewing Company. Up against the likes of Cisco and Honeywell Aerospace, the Thirsty Planet team of myself, Ariel Miller, Ryan Riggins, and Emily Grossman was proud to be recognized for our hard work on one of INK’s most brewtiful campaigns to date. Check out the full award summary here.

 

BACKGROUND

This spring, we partnered with Austin brewery Thirsty Planet Brewing Company to support the launch of their beloved Buckethead IPA in six packs. To celebrate the brewery’s seventh year of operation, Thirsty Planet also released the limited-edition Buckethead IPA Damn-7 Pack, a unique ice-ready bucket filled with seven powerful brews.

INK developed a strategic timeline of news using a variety of communications tactics: media relations, event support, community engagement, and a social media competition that leveraged user-generated content to drive awareness and engagement around the launch. Using the iconic persona of Thirsty Planet’s Buckethead, we encouraged fans to snap photos wearing or using the Damn-7 Pack creatively, tagging #JustBucket for the chance to win the ultimate barbecue prize pack. To kick off the campaign, we partnered with local bar Black Sheep Lodge to host a Buckethead launch party – an event featuring free tattoos and brews that attracted hundreds of attendees.

 

THE RESULTS
In just under a month’s time, our social media campaign content reached more than 81,000 organic impressions and saw 64 total #JustBucket entries from 52 individuals. We also earned 15 pieces of unique coverage in local publications, including highlights in The Austin American Statesman and Craft Beer Austin.

 

WHAT WE’VE BEEN UP TO

The collection of #JustBucket entries was everything we wanted them to be and more – quirky, creative, and the complete embodiment of Thirsty Planet’s Bucketehad persona. Since the completion of the campaign, we have enjoyed maintaining Thirsty Planet’s bold and humorous social media presence, crafting witty seasonal campaigns to keep fans engaged all year long. And when we’re taking a break from crafting the perfect tweet or Instagram post, you can find us presenting the results at conferences around the state or enjoying one of Thirsty Planet’s three year-round brews around town.