Challenge

Muskoka Detour is an easy-drinking session IPA in an increasingly crowded segment it helped create. The emergence of new brewers has provided more choice but little guidance. How do you raise awareness among beer drinkers who are overwhelmed by options and uninformed on how to best navigate this new landscape?

Solution

Beer drinkers are always looking to try something new - making it difficult to maintain loyalty. Detour needed to embrace the role discovery plays in the beer experience. So, we created takeadetour.ca, a mobile site that acted as a personalized and hyper-targeted beer finder. The site accessed users’ locations and provided maps with directions to nearby places where they could try and buy Detour.

We drove traffic to the site with a proximity mobile buy on several of the most-used apps for our target. A two-weekend Ontario-wide takeover of the popular music discovery app, Shazam, aligned the excitement of discovering new music with discovering new beer. The beer finder was supported with monster wild postings in specific “craft-centric” neighbourhoods in Toronto and Ottawa along with postings social content encouraging our audience to re-discover the joys of taking a Detour.

Results

2.7 million impressions and 10,000 clicks to the site during the Shazam takeover

Double-digit spike in sales YoY

Proximity mobile banners outperformed industry standards

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