Overview
With so many craft beers and exciting flavors on the market, standing out at the tap is a challenge. So instead of just talking about their IPAs, Goose Island Beer Company and IBM Watson Advertising partnered to tell a story on The Weather Channel digital properties with a multi-faceted, customized content experience.
Journey of the Hop told the compelling story of the Goose Island hop farm in Elk Mountain, Idaho using stunning video, feature articles, promoted posts on social media and dynamic, native ads. One ad unit pulled in real time weather conditions from the farm and updated viewers on the progress of the hops being grown.
Given the importance weather plays in growing hops, this story not only resonated with the audience, it helped Goose Island IPA take potential drinkers on a fascinating journey that appealed to their curiosity. And the results were definitely worthy of a toast.
Results
Users were overwhelmingly engaged with the Goose Island content experience. Over 1 million unique visitors engaged with The Weather Channel digital properties - above benchmarks for unique visitors over a 3-month period, above benchmarks for video completion rate, and with a third of overall traffic coming from mobile devices.
In addition, Facebook Promoted Posts helped drive traffic to the feature article, and amplified Goose Island IPA’s social footprint and engagement.
Focus Area