SOCIAL

What’s the best thing about spring? Saving on a new Toyota at the Ready Set Go! Event.

VISUAL EXPLORATION:

IPA DOGMA

We created the IPA DAY dogma explain the rules and what we hold to be true about celebrating IPA Day.

1. Thou shalt not kill a 6-pack alone. 

2. Thou mustn’t dilute thy nectar of the gods with water.

3. Thou shalt raise thy mason jars high, and tip thy bartender high as well.

4. Thou shalt not spill a drop or thou must buy the
   next round.

5. Thou shalt not covet thy neighbor’s fruity drink.

6. Honor IPA Day and keep it free of toil and seltzers.

7. Thou shalt not be a mooch, Steve.

8. Do not shame or feel ashamed of thy beer belly. For thine belly is a sign of the beeriest beer-lievers.

9. If thou awakenest hungeth over, thou shalt quench thy thirst with thy hair of thy dog.

10. Thou shalt not cast thy empty bottles out. There’s a recycling bin right there, man.

SHOW YOUR FAITH

Stickers and profile lifters

THY HOLY FILTER

We created an IG filter that surrounds you with holy light and gives you an IPA crown of flowers bottlecaps. We’ll release it in the final days leading up to IPA Day.

IPA Day is a romantic hopiday, because it’s all about falling in love with Lagunitas.

For some, it was easy to fall hops over heels for the

first IPA their lips ever kissed.

For others, it took a while before finding the one they beer-longed with.

Some even say when it comes to IPAs,

one is simply not enough.

“Pour me amore please.”

And for those still looking for their perfect match,

we’ll help them find their...

Love at First Sip

MEET YOUR MATCH

Now, everyone can be matched with an IPA they’ll love.
We’ll create dating profiles using IG carousels for our IPAs, educating our audience about the characteristics of our beers. When our audience swipes to the next image, it will say “Meet Your Match!”

We could also use paid ads on dating apps to actually serve people swiping through dating apps leading up to IPA Day. We’ll encourage them to match with our beers IRL.

When they match with the beers, we’ll DM them a link to each  IPA’s specific page on Lagunitas.com, and we’ll also potentially send them a coupon with a discount off a specific IPA.

We created content series on IG leading up to IPA Day, where our IPA’s compete for the love of our audience in-feed and in stories.