Drink it Intern
1.13 billion true earned impressions
$5.6 million in earned media ad equivalent
20x increase in inbound inquiries
7k one-minute UGC videos submitted in 2 weeks
To help share World of Beer’s belief that beer and travel go hand-in-hand through our "Drink it In" philosophy, we invited young craft beer lovers from all over the globe to apply for the most epic summer internship ever. Designed to fit within World of Beer's existing Drink It In campaign, our simple job posting blew up and was talked about by newscasts and publications all over the world, becoming the most successful PR campaign in the brand’s history. Who knew people would be so interested in making a career out of drinking beer?
Travel. Drink beer. Get paid. That's all it took to raise awareness of World of Beer and get 7000+ beer drinkers to apply for the position. Using in-store promotional materials, our website, and social media, we sought out three interns to drink great beer and travel around the world to visit breweries, festivals, and World of Beer taverns. During their journey, they were tasked with creating content for our World of Beer followers on social as well as for our patrons at World of Beer restaurants.
The results:
1.13 billion true earned impressions
$5.6 million in earned media ad equivalent
2200% increase in franchise requests
And, countless hours of great consumer generated content