10 Barrel Brewing Co. x The Last Blockbuster
10 Barrel Brewing Co. – The last-standing Blockbuster store now has a craft beer brewed in its honor.
10 Barrel Brewing Co., a craft beer company based in Bend, Oregon preaches “Drink Beer Outside.” The company, since starting in 2006, has established six brewpubs and a reputation of having a good time. After learning that the last Blockbuster store in 2018 was located in the brewery’s hometown of Bend, OR, we took action to create one of the most PR-worthy moments of the year for beer.
We called up the Blockbuster store location, got sign-off from the 10 Barrel team, and within days we had concepted a full 360-degree campaign. The goal of the campaign was to celebrate the culturally-relevant, and nostalgic Blockbuster, say cheers to the Bend community with the launch of a LTO beer (brewed with Red Vines to pair with movie treats), and throw a local block party (because local Benders love a good party). I led my team in doing just that - we capitalized on a unique opportunity to tap into a pop-culture-driven, nostalgic story, to ultimately increase wide-spread brand awareness and generate buzz among our target consumer. We landed 598 media placements, totaling 765.5 million impressions with highly positive sentiment and strong message pull-through.
Key coverage included Business Insider, The Today Show, Bustle, Elite Daily, Adweek and more, inserting the brand into a fun, culturally relevant conversation with a strong call to action. As a bonus, 10 Barrel pubs sold out of The Last Blockbuster beer within two days of release.
Responsibilities: Campaign Development and Execution, Voice and Key Messaging, Media & PR, Budget and KPI Tracking, Event Coordination, Media Analytics and Reporting