Goose Island Brewing Co. • 312 Week

Target Markets: Chicago

Our Role

  • Content curation that helped build awareness of Goose Island’s 312 Day, and 312week.
  • Event Promotion that drove locals out to events throughout the week leading up to 312 Day.
  • Custom event curation and production throughout 312week to help increase trial of Goose Island’s flagship brews.

Campaign Objectives

  • To provide increase awareness of Goose Island’s 312 Day celebration through a week of Customized Chicago-centric experiences.

  • Drive volume of flagship brands brewed by Goose Island Brewing.

What We Did

The Chicago classic beer, Goose Island, created their own made up holiday, 312 Day for all beer fans to celebrate.

Together, Do312, Dentsu and Goose Island Brewery produced a week-long campaign consisting of over 18 activations throughout iconic Chicago locations to generate awareness to their new found holiday. Our local team crafted a digital footprint that included a custom microsite housing all information about 312 Week. Consumers created a stronger bond with the 312 brand. Celebrating the city, the people of Chicago, and a made-up holiday with some great beer!

RESULTS

$100,000

Goose Island Beer purchased

2,700

Hours spent on Branded Content

9,000+

Total Attendance across 18 activations

How We Did It

  • Content 3.png
  • Content 2.png
  • Content 4.png

Branded Content

Celebrating great establishments in Chicago. For a full week leading up to 312 Day, all in one place.

  • Social 1.png
  • Social 2.png
  • Social 3.png
  • Social 4.png
  • Social 5.png
  • Social 6.png
  • Social 7.png
  • Social 8.png

Social Media

We leveraged our Do312 voice to endorse and promote our 18 events happening around the city.

Localized Experiences

  • 26809719288_d1cea2a456_k.jpg
  • 26809720918_59308445da_k.jpg
  • 26880329098_35ffccef86_k.jpg
  • 38835697060_3001a65e9f_o.jpg
  • 38870569170_20d4215417_k.jpg
  • 38870596380_6e8278305c_k.jpg
  • 39785958365_6b0b83b9df_k.jpg
  • 39856385655_8ece5bd91b_o.jpg
  • 39971061764_7976a639f4_k.jpg
  • 39971094754_2dc92609ab_k.jpg
  • 39971125684_c259400af7_o.jpg
  • 40041147634_a8fe2ee215_k.jpg
  • 40041149734_8eb9e5052b_k.jpg
  • 40604089312_817f0ff408_k.jpg
  • 40638899602_401ef51b17_o.jpg
  • 40638929592_b09a22522d_o.jpg
  • 40638930002_b55698f5b6_k.jpg
  • 40708225052_9a3b8e8de5_k.jpg
  • 40708232062_30d8dce587_k.jpg
  • 40708249722_b195c2977f_o.jpg
  • 40708250262_f962639541_k.jpg
  • 40708251142_80e7d1fbf4_o.jpg
  • 40708258142_f3eecb5259_k.jpg
  • 40708264222_cf083f7d69_k.jpg
  • 40708265992_269e72bb7c_k.jpg
  • 40751129071_0c45e18ee6_o.jpg
  • image.jpg
  • 26809719288_d1cea2a456_k.jpg
  • 26809720918_59308445da_k.jpg
  • 26880329098_35ffccef86_k.jpg
  • 38835697060_3001a65e9f_o.jpg
  • 38870569170_20d4215417_k.jpg
  • 38870596380_6e8278305c_k.jpg
  • 39785958365_6b0b83b9df_k.jpg
  • 39856385655_8ece5bd91b_o.jpg
  • 39971061764_7976a639f4_k.jpg
  • 39971094754_2dc92609ab_k.jpg
  • 39971125684_c259400af7_o.jpg
  • 40041147634_a8fe2ee215_k.jpg
  • 40041149734_8eb9e5052b_k.jpg
  • 40604089312_817f0ff408_k.jpg
  • 40638899602_401ef51b17_o.jpg
  • 40638929592_b09a22522d_o.jpg
  • 40638930002_b55698f5b6_k.jpg
  • 40708225052_9a3b8e8de5_k.jpg
  • 40708232062_30d8dce587_k.jpg
  • 40708249722_b195c2977f_o.jpg
  • 40708250262_f962639541_k.jpg
  • 40708251142_80e7d1fbf4_o.jpg
  • 40708258142_f3eecb5259_k.jpg
  • 40708264222_cf083f7d69_k.jpg
  • 40708265992_269e72bb7c_k.jpg
  • 40751129071_0c45e18ee6_o.jpg
  • image.jpg

Curated partnerships to offer locals a chance to take advantage of their city in unique ways

OTHER CASE STUDIES

WORK WITH US

Whether you want to work with us on telling your brand's story in our cities or you just want to say hi, please fill out this form and it will reach the appropriate person at DoStuff. We’ll get back to you shortly!