A double-stacked billboard was already bought on the main street leading into the festival and most of the 85,000 people attending the festival would walk by it. So we decided to create an event leading to the event. We invited people to “Rock Local. Drink Local.” We hired a concert promoter who booked 10 local bands to play an hour each over two days. We created our own local music festival on a billboard, instead of just running traditional creative.Teaser creative on the billboards prior to the festival told people to look for live music where the billboards were located. We posted videos of the bands on Facebook and Twitter as they played. A custom video booth in the crowd streamed video to BockLove.com. Print ads in a local alternative magazine told people about our stage. Fans of the brand talked up the stage in social media too.

Shiner gained many new fans who would never have been exposed to the beer inside festival gates, especially those who live outside of Shiner’s distribution area.Nearly everyone who attended ACL saw Shiner’s Local Stage. They also saw local entertainment and not advertising billboards.There were 45,789 Facebook impressions from the event, and 513,800 impressions for the billboards. We also reminded longtime fans of the brand that Shiner was still a supporter of all things local, and we enticed new fans to try local favourites in music and beer.