Shiner is known for one thing: authentic, Czech-German brews. In 2013, the brewery did something a little odd and introduced a Belgian White Ale known as Shiner White Wing.

So how do you introduce a Belgian White Ale named after a local bird? Simple: turn the beer into a bird and bring it to life.

We launched the campaign with a teaser email, presented as a sneak peak to existing fans and email subscribers. It spurred conversation and speculation on Facebook about the secretive new brew in the works. Simultaneously, we sent press kits to beer writers to seed the launch with reviews of the new brew. We then kicked off our paid and owned media channels, including a content partnership with The Onion featuring satirical news coverage of the White Wing “phenomenon” and Facebook “tag and release” program that invited fans to share photos of their White Wing “sightings.” Additional partnerships included a screening of Hitchcock’s “The Birds” at The Alamo Drafthouse and a party at Birds Barbershop, which featured an interactive cuckoo clock that squawked each time the tap handle was pulled.

+ 70,198,990 total paid media impressions.

+ 459,343 earned media impressions.

+ During the course of the campaign, we accrued 7,500 visits to the Facebook tab and 592 “sightings” posted.

+ As an added bonus, the video we produced for The Onion was called out by The Huffington Post as one of “7 Native Content Campaigns That Rocked 2013.”