To create an experiential campaign for Anheuser-Busch to launch Best Damn Apple Ale in a way the reflected the unique, bold, and authentic flavor of the new beverage and their brand.
What We Did
Best Damn Apple Ale wanted to introduce their product in a way that would reflect the culture of their brand. As a result, the Brooklyn Outdoor team knew a more traditional approach common amongst outdoor advertisers wouldn’t do their new beverage the justice it deserved. In response to the challenge, we created a “Living Billboard” immersive experience. Essentially we fabricated a moving bar out of a shipping container that any passer-by could actually walk in and enjoy a Best Damn Apple Ale.
Scouting local artists and non-profit organizations to partner with, we crafted an authentic experience in Detroit’s historic Corktown neighborhood to give the launch of the product a uniquely local feel. On activation weekends we selected different local charities, starting with Ome Fur-ever, the Detroit Empowerment Plan, Eastern Market, and the Detroit Riverfront Conservatory to connect the brand with local causes that truly benefited the community.
The campaign was a huge success. Earning tons of local press, the client was so excited about the results they extended the campaign beyond Detroit and used the same approach nationally in a variety of other markets.
- This New Detroit Billboard will Serve You Beer
- Have a Beer Inside a Billboard this Weekend
- Detroit’s Brooklyn Outdoor Creates Living Billboard for Anheuser-Busch
- Date"The Living Billboard" Project - An Immersive Experiential Campaign