Challenge: Help align Greene King IPA with a younger set of drinkers by driving a credible association with music, and more importantly live entertainment in pubs and bringing on new artists within the UK.
Our Approach: Elastic helped to develop a relationship with Parlophone, the iconic record label known for bringing on developing artists, and with a similar mindset to help expose performers via live music in the on-trade environment.
Implementation: Working with flagship accounts of key Greene King customers, Elastic launched and managed a schedule of live events involving newly signed acts from Parlophone, and newly brewed music inspired beers from Greene King. The gigs took place in high footfall, highly visible venues to drive awareness, and were subsequently shared via social media channels. At the same time an off-trade promotion ran to win tickets to the flagship event, a gig at the brewery with Luke Sital Singh and Gabrielle Aplin. It was launched by Jake Bugg at a secret London gig.