Mike's Hard Seltzer Campaign - Student Incentive Programme | Student Marketing by Raptor

CASE STUDY

Mike’s Hard Seltzer

Mike's Hard Seltzer - #refreshinglyobvious

01

Requirement

Support AB Inbev own the summer of seltzer and educate consumers about Mike’s Hard Seltzer and the hard seltzer category through a nationwide sampling and activation campaign.

02

Response

We launched a 360 campaign including both physical and digital experiences as restrictions lifted across the UK.

A team of 50 brand ambassadors distributed over 50,000 samples in parks, outdoor events, festivals and promoter-led events.

We infiltrated busy parks popular for summer drinks and partered with the best UK promoters to help us reach our audience in 7 major cities.

We later created the very first Seltzer Boat Party series on London’s Hackney Canals with Sam Divine, guest DJs and free product to create a memorable experience for Seltzer lovers.

03

Results

31,200 Samples (99% of target)
1577 Emails Secured (No target)
497 Boat Party Attendees
4,900 Bespoke Filter Reach (No target)
Mike’s Hard Seltzer
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Mike’s Hard Seltzer Mike’s Hard Seltzer