Samuel Adams Crowd Craft Project Lets Fans Partake in Beer-Making
Katherinev123 — January 21, 2012 — Marketing
The Samuel Adams Crowd Craft Project is a campaign that puts beer-making into the hands of customers and fans. Samuel Adams is asking its Facebook fans to help the brand create a beer using its Facebook application.
The Samuel Adams Crowd Craft Project enlists users to help determine the different parts of a beer, such as its clarity, color and body. Fans get to put forth their opinion on the brew's sweetness (malt) and bitterness (hops) as well. Then, favorites from each category will be used toward the creation of a "collaborative ale," describes Mashable. This new brew will be made in February and circulated to select locations -- including Guy Kawasaki’s Girl + Guy party -- in Austin, Texas, during the South by Southwest event in March.
The Samuel Adams Crowd Craft Project enlists users to help determine the different parts of a beer, such as its clarity, color and body. Fans get to put forth their opinion on the brew's sweetness (malt) and bitterness (hops) as well. Then, favorites from each category will be used toward the creation of a "collaborative ale," describes Mashable. This new brew will be made in February and circulated to select locations -- including Guy Kawasaki’s Girl + Guy party -- in Austin, Texas, during the South by Southwest event in March.
Trend Themes
1. Crowdsourced Beer-making - Brands can leverage the power of crowd intelligence to create unique and collaborative beers with the participation of their customers.
2. Interactive Social Campaigns - Companies can engage their audience by creating interactive social media campaigns that involve the customers in the product development process.
3. Collaborative Product Development - Brands can benefit from collaborating with their customers by involving them in the creation of new and innovative products through crowdsourcing.
Industry Implications
1. Beer Industry - Breweries can create unique, popular and successful beers leveraging their customers' tastes by crowdsourcing their development.
2. Food and Beverage Industry - Brands can engage their audience and create buzz around their products by using crowdsourcing for product development.
3. Marketing Industry - The trend of interactive and crowdsourced campaigns can open up new opportunities for advertising and marketing agencies to create more engaging and unique campaigns for their clients.
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