Newcastle Brown Ale is trying to break in to the lucrative American beer market and they are making some series noise with a host of brilliant marketing around the city of San Diego. The campaign features everything from real world mannequins climbing up walls to huge glasses of beer that you can climb in to and even an interactive billboard made from bottle tops that changes as the sun goes down. The campaigns are mostly guerilla marketing lead but they do tie in to social media with users receiving T Shirts for uploading photos to Foursquare, Facebook and other social networks. In a world where every single beer around seems to sell itself on either sport, women or the fact that it is colder than all the others it is really refreshing to see a brand try to break in to the market with a unique approach.

Beautiful Artistic Billboard

Two Well known New York artists were drafted in and given 3000 beer bottle tops and a blank canvas and asked to show why the beer was “on the lighter side of dark”. What they produced is a piece of art and grabbed huge attention once it was assembled with passers by captivated by it’s sheer originality.

Street Marketing

The campaign was run across many touch points including point of sale marketing, features at events and even a campaign to find one of their lost mannequins that made it to television. It’s the sort of advertising and marketing that got people talking and engaging with it and you really can’t ask for much more than that.