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.

Results:

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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