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NY Craft Beer Week

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NY Craft Beer Week

The Mobile App

Now in it's fourth year, NY Craft Beer Week is a ten day long celebration of craft beer throughout the five boroughs each September.  Participation centers around the NY Craft Beer Week Passport; for $10 craft beer drinkers can purchase a passport-sized bound booklet of tear-out tickets redeemable for $3 pours of craft beer at 120 venues throughout the city during the Week and additional year-round deals.

This year the Week hit its stride in terms of organizational growth and brand recognition.  The organizers had anticipated, and then achieved, 20% growth in participating venues and sponsorship.  They engaged with Amy M. Litt Consulting to ensure they would achieve at least 20% growth in Passport sales, and build their audience to raise the value of 2011 and future sponsorship. 

Social Media Strategy

Our strategy was two-fold.  First, to drive sales of Passports in the short-term we developed a social media strategy that relied on cross-promotion through partners, consistent updates on Beer Week event information, and - most importantly - incentives for Craft Beer Week's social media following to share information with their social networks.

Mobile Strategy

While Craft Beer Week is only ten days a year, our solution for driving year-round audience growth was to create year-round value to participants.  We worked with mobile app developer Seed Labs to create an app for Droid and iPhone that would provide users with all of the value of the Passport and more, and provide a channel for immediate communication between users, NY Craft Beer Week and their partners.

A free version is also available as a companion to the printed Passport for those who have already purchased it.  In both the free and paid versions, the ability to get add tasting notes, redeem deals throughout the year, and compete for badges is an added value to participants' craft beer exploration during NY Craft Beer Week and beyond.

Results:

  • Mobile app turns every smartphone into a potential point of sale
  • Increased visibility of participating venues and sponsors
  • Growth of an engaged social media following who can be mobilized for future NY Craft Beer Week events
  • Social gaming rewards customers for return visits beyond Craft Beer Week and allows venues to instantly offer incentives
  • Flexibility to engage with new partners and sponsors

We do not yet have final numbers on the response to the app because it is still selling rapidly!  Why don't you check it out for yourself.