Samuel Adams: Groundhog Day
Punxsutawney, PA
Challenge
Trigger(House was challenged with continuing to build the partnership between Samuel Adams and a truly momentous American tradition: the Groundhog Day Celebration in Punxsutawney, PA.
Approach
Between popular lawn games that got everyone’s blood pumping in the chilly wee hours of the morning, iconic photo ops (including one that featured the much sought-after Punxsutawney Phil Cold Snap Hat) that dominated social media, and the trusty Happier Camper fully stocked with samples and full pours, T(H made sure Samuel Adams was ready to share the spotlight with the “world’s most famous weatherman,” groundhog Punxsutawney Phil. There was no question that the other star of the day was Sam Adams’ Cold Snap, the Official Beer of Groundhog Day.
Results
In total, the activation had over 2500 engagements, 752 samples distributed, 377 photos taken, and 2000 hats given away—and, of course, the cherry on top of it all: Punxsutawney Phil forecasted an early spring!
