New Belgium, makers of Fat Tire, didn't want to just create an app that showcases all the great beers they make. They wanted to give people the opportunity to actually enjoy those beers, too. Activate Beer Mode and pre-selected messages will be auto-posted to your social networks, so you can give beer your undivided attention. The theory behind Beer Mode is somewhere in the world of the Anti-App: it's a phone app that encourages you to put your phone down.

Launch the campaign
Published
May 2013
Topics

The Story

New Belgium, makers of Fat Tire, didn't want to just create an app that showcases all the great beers they make. They wanted to give people the opportunity to actually enjoy those beers, too. Activate Beer Mode and pre-selected messages will be auto-posted to your social networks, so you can give beer your undivided attention. The theory behind Beer Mode is somewhere in the world of the Anti-App: it's a phone app that encourages you to put your phone down.

The idea is that the app posts to Facebook for you, so when you're sitting at the bar you can take your nose out of your phone and put it into your beer, or start a conversation with the real-life people sitting right next to you. Just pick a Persona and the app brings it to life by taking over your Facebook and/or Twitter account, posting messages every 30 minutes (for a maximum of two hours). If your friends comment, it responds with up to five replies.

The Technology

  •  

    Mobile

    Android

  •  

    Social

    Facebook

    Twitter

  •  

    Web/Apps

    iTunes App

The Results

In only a few weeks, 6,543 people have downloaded and opened the app: 8.3% of these people successfully enter Beer Mode and post a message to their social network; 3.9% of these people successfully share a beer rating to their social network. The most popular section of the app is Beer Mode, with 49.2% of people who download and open the app navigating to this section. Of these people, 16.9% successfully enter Beer Mode and post a message to their social network. People who successfully enter Beer Mode once will enter Beer Mode around two more times.

2

repeat Visits

0.492

enter Beer Mode

6.5K

app downloads

Launch Date 2 April 2013