Because the start of the month, diehard fans of Pabst Blue Ribbon have already been in a position to book three tricked-out motel rooms one arcade-themed room, one dive bar room and something recreation room at the Grand Traverse Motel in Traverse City, Michigan. The rooms are section of an experiential effort from the brand, since it aims to translate how people experience PBR into true to life.
Once you think about Pabst as a location that may exist in your thoughts its really warm, inviting, nostalgic, no thrills, its timeless, said Nick Reely, vp of marketing at Pabst Blue Ribbon. What type of true to life location would evoke those same feelings? A motel. [Motels are] inviting, they dont know class. [People staying there] could be affluent or on a budget. Theyre frozen slices of Americana.
With this particular experiential effort, led by PBRs new agency DNA, that will oversee its overall online marketing strategy, the brand is seeking to tap into what folks think of if they think about PBR that its classic, traditional, Americana, explained Reely. The motel rooms, which are decorated with bespoke stuff like a jukebox designed to spit out a PBR, can be found to rent until Labor Day. Roughly 70 folks are likely to have stayed in the rooms through the entire campaign.
Concentrating on a one-to-one, high touch experience with fans might help build more favoritism, fandom and loyalty, noted Reely, when asked concerning the intimacy of your time and effort. Still, the brand will amplify the experiential offering by dealing with paid partners who’ll go to the motel, experience it and share their experiences on the social channels. Because of this facet of the campaign, PBR has chosen partners it already works together with, including comedians and professional skaters, along with pro-wrestler Matt Cardona and his wife Chelsea Greene, instead of tapping social influencers predicated on follower count, noted Reely.
Its unclear just how much PBR allocated to the knowledge, as Reely declined to talk about the brands cover your time and effort. But Reely did share that experiential accocunts for roughly a sixth of PBRs media budget this season hook increase over 2021 with all of those other budget divided among channels like billboards, audio, streaming video and social.
Per Kantar, PBR spent $506,668 on media in 2021, with almost all going toward digital and out-of-home placements, up slightly from $431,555 in 2020. In the initial quarter of 2022, the brand spent $25,310 on media. However, Kantars data will not include shelling out for social media marketing placements.
Leaning into experiential currently is practical to Greg Erdelyi, executive creative director and partner at brand consultancy Prophet. Folks are venturing out more now, said Erdelyi. Theyre traveling, flooding airlines. Brands are as exuberant as visitors to go back to in-person experiences.
For based on people attending the knowledge to amplify your time and effort, that approach fits with the move toward user-generated content that has been more prevalent among brands.
Theres been a shift from storytelling to storydoing, explained Alasdair Lennox, group executive creative director of experience, Americas, for Landor & Fitch, who added that approach gives power on the brand to the attendees. Individuals who book the rooms no more are simply guests but influencers. Theyre likely to wear it almost all their channels, tell their world. [PBR] gets themselves taken care of and letting fans of the beer end up being the storytellers for the brand.
In the years ahead, PBR wish to do more experiential marketing that evokes the sensation of the brand in-person, Reely said.
A very important factor the brand does not have any plans to accomplish, however, is lean into its affordability in advertising, regardless of the talk of a looming recession.
Weren’t paying an excessive amount of focus on the recession [chatter], said Reely. We realize we offer value but we dont see price because the primary reason people purchase PBR. Creating messaging around cheapness or being inexpensive isn’t inside our bag, weren’t really doing that. We want to be seen nearly as good value your money can buy however, not that youre creating a concession once you consume or love our product.