Four Points Beer Offerings Launch
To launch Four Points Hotel’s new beer offerings, we created the role of “Chief Beer Officer” [“CBO”], a previously nonexistent title in the job search vernacular. To find the right candidate, we built an interactive digital application to test candidate’s beer knowledge, and drove traffic to the site with a cheeky quiz card, small-space ads in the WSJ, and postings on job sites. Within weeks, there were 7500+ applicants from 31 countries vying for this unpaid position. This fully integrated initiative garnered a total of 40 million impressions and won the Bulldog Award for excellence in media relations and publicity. And six years later, “Chief Beer Officer” has become a legitimate job in hotels and watering holes across the country.
- Project Roles
- Conceptual, Copywriting
- Advertising, Branded Content
- Project Industries