Triggerhouse

Marathon Brewing: Boston Marathon

Hynes Convention Center, Boston City Hall Plaza, Fenway Park; Boston, MA

Challenge

To offer athletes a reward for their hard work that tastes as satisfying as their accomplishments feel, Boston Beer set out to educate and generate awareness within the running community by introducing drinkers to their newest addition, Marathon Brewing. Trigger(House teamed up with Boston Beer through event programming that centered around marathons, ½ marathons, and smaller road races to celebrate the athletes and their accomplishments in a refreshing and hydrating way.

Approach

26.2 focuses on what consumers seek: better alternative options in their daily lives that creates a purpose and balance. Trigger(House worked closely with Boston Beer and the brand team at Marathon Brewing to plan and execute with this focus in mind. Three separate celebrations were generated out of the brainstorming and affiliation with the Boston Marathon. To kick things off, 26.2 would host event participants at a beer garden with branded giveaways to get the energy high for the weekend activities, a pre-race pasta dinner with great food and giveaways, and to finish out the race a Mile 27 post-race party at Boston’s very own Fenway Park!