Old Speckled Hen's 'Hunt for a Hen' Sent People Out on a Bar Scavenger Hunt
Laura McQuarrie — August 14, 2015 — Lifestyle
References: eventmagazine & eventmagazine
In celebration of Easter this year, ale brand Old Speckled Hen created a fun campaign that challenged its UK fans to 'Hunt for a Hen.'
Throughout the mystery bar tour, the brand would tease clue on social media to reveal the locations that fans should make their way to. Once arriving at the mystery bar and posting to social media with the #HuntForaHen tag, participants were eligible to receive a free half pint of beer.
Although many Millennials have outgrown the tradition of partaking in an Easter egg hunt, Old Speckled Hen's concept revives the activity for an adult audience. A similar city-wide scavenger hunt was hosted by the Goose Island Beer Co. that had participants race through urban environments in search of golden eggs.
Throughout the mystery bar tour, the brand would tease clue on social media to reveal the locations that fans should make their way to. Once arriving at the mystery bar and posting to social media with the #HuntForaHen tag, participants were eligible to receive a free half pint of beer.
Although many Millennials have outgrown the tradition of partaking in an Easter egg hunt, Old Speckled Hen's concept revives the activity for an adult audience. A similar city-wide scavenger hunt was hosted by the Goose Island Beer Co. that had participants race through urban environments in search of golden eggs.
Trend Themes
1. Mystery Bar Tours - Disruptive innovation opportunity: Creating unique and interactive experiences for adult audiences using scavenger hunts and social media engagement.
2. Brand Activations - Disruptive innovation opportunity: Leveraging holidays and traditions to engage consumers in playful and memorable ways, ultimately driving brand awareness and loyalty.
3. Social Media Promotions - Disruptive innovation opportunity: Using social media platforms to generate excitement, encourage participation, and reward customers with incentives for interacting with a brand's marketing campaigns.
Industry Implications
1. Beverage - Disruptive innovation opportunity: Bringing a fresh and entertaining approach to beverage promotions by incorporating gamification and experiential marketing tactics.
2. Event Planning - Disruptive innovation opportunity: Developing creative and immersive concepts for events and experiences that appeal to a wide range of target audiences, enhancing engagement and fostering brand loyalty.
3. Marketing and Advertising - Disruptive innovation opportunity: Utilizing unconventional marketing strategies, such as interactive campaigns and social media activations, to captivate and resonate with consumers in a digital age.
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