Outdoor, Digital, Social, App, Indoor
Sierra Nevada wanted to break into the London beer market. But as it turns out, American beer had an image problem. Most Brits simply didn't believe that a drinkable American beer existed. In fact, the chances of discovering an American beer that didn't make you recoil in disgust would be about as high as stumbling across the Loch Ness Monster or the Sasquatch. So we created a campaign that revealed Sierra Nevada as the secretly delicious American beer.
The Secret American Pub Crawl
To help drinkers of London discover Sierra Nevada we created the Sierra Nevada Secret American Pub Crawl. Each stop on the crawl was a secret that could only be unlocked by completing certain challenges using SCVNGR, a location-based gaming app.
Those who couldn't take part in the crawl, could watch the progress of the teams online. It was like watching a boozy version of The Amazing Race.
Print ads told the story of mythical creatures being outshone by an even bigger mythical creature: a drinkable American beer.