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Crafting a Seasonally Fresh Story for Harpoon

opportunity

It’s no secret that Harpoon Brewery is proud of their New England roots and a collab with another hometown favorite – Dunkin’ Donuts – provided fodder for storytelling that reached across New England and beyond. 360PR+’s goal was to raise brand awareness and drive sales of the new flavors launched in the iconic collaboration, while reaffirming Harpoon Brewery’s position as Boston’s leading craft brewer.

approach

For launch, 360PR+ proposed a Dunkin’ “Walk-Thru” window at Harpoon Brewery, leveraging Harpoon’s Beer-to-Go service to give local media and consumers an early taste of the new beers. Attendees received a free limited edition Harpoon Dunkin’ IPA Donut when they purchased a six-pack at the preview event, giving consumers an added incentive to celebrate with us and buzz about their experience on social media. After the week-long activation teasing the new flavors, we rolled them out to media outside of New England, too.

results

News of the hometown collab quickly spread, with 90 unique pieces of editorial coverage in outlets ranging from Thrillist and People to Food & Wine and, of course, all of the key Boston media for a total of 1.4 billion impressions. Moreover, sales of the special Harpoon Dunkin beers were 10x greater than any other Harpoon collaboration across the year. Taste that!

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