When Jeff Bezos announced that his moon rocket was going to be called the Blue Moon Lunar Lander, our friends at Blue Moon just had to take advantage of that. So they created 50 replicas of his lunar lander – with a twist – it would also fit a keg of blue moon beer!
So after they created the landers, they sat down with Ellure to discuss how to best market and capitalize on the campaign. We met with our writers, producers and designers and ultimately determined that 3D animation would be the way to go. We figured, why not give them something a little more inspirational and impactful? We strategized with Blue Moon’s lead marketing director on how, when and where to advertise. We conducted qualitative and quantitative research and developed 15 targeted personas. We then mapped out strategic digital and national broadcast media buys to generate hype and awareness for the events.
When the landers arrived to bars and restaurants across the country, Ellure filmed behind the scenes videos recapping highlights from the events which included key influencers, and Blue Moon fans.
Blue Moon generated over 40k views on Twitter, Instagram and Facebook.