Harpoon Long Thaw Campaign

Harpoon Brewery was launching The Long Thaw White IPA, a new seasonal beer for late winter and early spring, and wanted to create a social engagement campaign to support the brewery’s traditional launch efforts. The campaign needed to present a low barrier to entry for participants and promote the product across key social media channels with the goal of exceeding the participation seen in Harpoon’s previous digital campaigns.

My Role:

I led the team to create, design, and implement a sweepstakes campaign at TheLongThaw.com that encouraged participants to share content on Facebook, Twitter, and Foursquare. My UX work included stakeholder interviews, campaign planning, wireframes and prototyping, UI design, and front-end development. I also oversaw the back-end development team and consulted with Harpoon on graphical assets and the campaign marketing plan.


The Long Thaw Campaign was Harpoon’s most successful digital campaign to date, resulting in over 624% more entries than previous campaigns. Harpoon cited the quality of user-generated content and the high purchase rate of campaign participants as key wins for the program.

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