Help craft beer drinkers become better guitar players? Check. Fuse the brew with rock music? Check. Drive sales and social engagement for the brand? Not a problem.
Zulu Alpha Kilo campaign for craft brewer hit all the right notes
The challenge from SingleCut Beersmiths—a music-obsessed Queens, New York brewer—on behalf of its Notes IPA craft beer was complex. But Zulu Alpha Kilo nailed it, note-for-note, with an experiential campaign that encompassed product naming, branding, packaging, design and immersive digital experience.
Four-packs of Notes IPA came with distinct labels, each displaying the finger positions for a basic guitar chord—C, D, G and E-minor. To learn the chord, consumers simply had to grip the can (something they were probably doing anyway). A Snapchat code on the label unlocked an AR guitar lesson. The pull tabs? Injection-molded guitar picks.
The campaign also featured custom shipping tubes in the shape of guitar necks and limited-edition campaign posters. The results were pitch perfect: Notes IPA sold out twice as fast as average SingleCut releases and the AR Lens performed 500% above average engagement rates for Snapchat.
The project was featured on guitar blogs, was an Ad Age Creativity Pick of the Day and earned Campaign of the Year, Experiential, Gold award from the Small Agency Award judges.