Blue Moon: 'Follow the Moon' Tour

Blue Moon Brewing Co. teamed with Spotify to catch the attention of millennials through their passions for beer, music, visual art and food. The result? The Follow the Moon tour, an “Artfully Crafted” five-city event and content series with a video component that generated 10 million views.

Brief

To raise awareness of Blue Moon’s “artfully crafted” product line among millennials.

Solution

  • Hosted live events in five key markets — Phoenix, Charleston, S.C., Chicago, New York and Denver — timed to coincide with full moons throughout the summer, and promote each event through localized media on Spotify and coordinated social promotion.
  • Each evening featured an intimate music performance, beer-inspired eats from a local chef and live visual art from a local artist.
  • To reach a wider audience, short- and long-form videos explored the “Artfully Crafted” theme with artist testimonials, event photos and artist-curated playlists, distributed and promoted on Spotify, through brand and artist social channels and a dedicated tour website.

Impact

  • Fans generated 10 million total video views and spent an average of three minutes engaging with the content.
  • Blue Moon achieved a 5% increase in brand awareness among the target audience.