Sleeman Breweries was looking to tie social engagement to purchases in-store across Canada, and planned to put unique pin codes on specially marked cases of Sleeman Original Draught. What was needed was an engaging campaign that tied a digital experience to the pin code on-pack and played of the Sleeman tagline, Notoriously Good.
The concept was created in partnership with Alcatraz Island and was a perfect integration of the brand's Notoriously Good message. On Facebook, consumers were able to create their own custom prisoner mugshot after uploading a photo from their Facebook albums or from their computer and using a set of photo filters with various cropping and manipulation mechanics. Each mugshot in the gallery had its own like object for sorting of popular submissions and for generation of additional earned media, as each like created stories that pushed out to that user's social graph. The on-pack unique pin codes allowed the consumer to buy a case of beer in store, come into the Facebook experience, enter their pin for a ballot in the sweepstakes, and then return each week for thirteen weeks for additional chances to win the trip of a lifetime to The Rock.
The Break Into Alcatraz program was live from April 23 to July 31, and during that duration, it helped to grow the Sleeman Breweries Facebook presence by 293.4%, generated over 50,000 social actions, and incentivized over $500,000 dollars in in-store purchases.