Best Damn Brewing Company wanted to earn their way into the conversation during March Madness, one of the most crowded (and expensive) periods of time for a brand to participate. Best Damn decided to take their brand value, “play with the everyday to reinvent and improve it” and apply that to our audiences’ experience during March Madness. One of the unique aspects of March Madness is that the quantity of games force viewers to watch while they’re at work. Unfortunately, that viewing experience isn’t that great without a brew. So we reinvented the office chair. Using state of the art, custom refrigerating technology built into the arm rest and two retractable cup holders that can hide your beer in an instant, we made it easy to enjoy one at work. And then we threw in a footrest, recliner, and back massage to make it a little bit more Best Damn.

The Best Damn Office Chair provides a solution to every basketball fan’s biggest quandary during March Madness—how to enjoy the game at work in the best, most discrete way possible.

The Best Damn Office Chair features refrigerated arm rests, a fold out foot rest, massage capabilities, Bluetooth speakers and boss button, a full lay-flat reclining mode and retractable cup holders to hide your brew.

The chair was shipped to two brand activations at SXSW for Innovation Week and Madison Square Garden for two weeks during the NBA/NHL season. Over the course of the activations, users were able to experience the chair in an office cubicle modeled after the typical office environment that our target consumer might encounter. We paired the Bluetooth speakers and mouse pad with a computer and looped basketball footage, allowing fans to take full advantage of all of the chair’s capabilities.

We have fully produced two completely functional chairs that include all of the components listed above.

As a new-to-market beer brand, the chair provided an entry point for Best Damn into key moments of popular culture, contextualizing the brand’s spirit.

The chair was featured in a :30 spot, distributed through a programmatic digital buy, and was then featured at live key activations at SXSW and Madison Square Garden (MSG). After SXSW Interactive Week and two weeks of programing around key events at MSG, hundreds of thousands of fans and passersby were able to experience the chair’s full range of capabilities in an office setting. Additionally, MSG network sent a reporter to broadcast a segment about the chair during a NY Rangers game.

These chairs were not featured at point-of-sale; however, the impressions from the digital spot, live activations, social campaigns, and more, built brand awareness, increased sales and spurred conversations about a brewing company that’s creating gear to improve drinking occasions.