bier Stein

task

The handful of beers available at most bars can get boring. Create a campaign that highlights Bier Stein's unique bottle collection of 1,000 different bottles of beer and cider from around the world and draws in the Eugene locals and college students.

Big Idea

Travel the world without leaving Eugene.

ExecutionS

BRANDING:

BANNER ADS:

Direct Mail:

Interactive Print:

A majority of students and locals take the bus to get to and from downtown (where Bier Stein is located) from their home (whether that’s a house, apartment, or dormitory). The print ads below will be strategically placed at the seven bus stops with the most foot traffic in Eugene, OR, and will represent each of the seven continents of the world. At these seven locations, each print ad will be in a language from each of the seven continents. For example, the bus ad that will represent Central America and South America will be completely in Spanish, while the bus ad to represent Asia will be completely in Chinese, as China is the country that the majority of Asian international students at the University of Oregon are from.

Collectively, the bus stop print ads will be used as a social promotion through Instagram. Locals and students will be challenged to find all seven bus stop ads in each language and take a photo with each advertisement. Then, they will post the photos on their Instagram and tag Bier Stein’s account. Once users’ photos are verified by Bier Stein, the user will be sent an access code to unlock access to a special part of the Bier Stein website (see next section for more details).

Below are the print ads in English:

Below are three mock ups of what the bus stations would look like out in the wild:

Social:

All seven bus stop designs will be used as a social promotion through Instagram. Once users’ photos of all seven bus stop ads are verified by Bier Stein’s Instagram account, the user will be sent a personalized access code (so that they can’t just share the code with their friends) that unlocks access to a special part of the Bier Stein website with coupons, deals, and special events only for members who have received their personalized access code.

Non-Traditional:

Can't picture them? Never fear! I've designed a couple mock ups for you. These mock ups are of the Antarctica mug and the Asia mug.