‘Frozen slices of Americana’: Pabst Blue Ribbon goes experiential with branded motel rooms

Because the starting of the month, diehard followers of Pabst Blue Ribbon have been in a position to guide three tricked-out motel rooms — one arcade-themed room, one dive bar room and one recreation room — on the Grand Traverse Motel in Traverse Metropolis, Michigan. The rooms are a part of an experiential effort from the model, because it goals to translate how folks really feel about PBR into actual life.

“If you consider Pabst as a spot that may exist in your thoughts it’s actually heat, inviting, nostalgic, no thrills, it’s timeless,” mentioned Nick Reely, vp of selling at Pabst Blue Ribbon. “What kind of actual life location would evoke those self same emotions? A motel. [Motels are] inviting, they don’t know class. [People staying there] will be prosperous or on a finances. They’re frozen slices of Americana.”

With this experiential effort, led by PBR’s new company DNA, which is able to oversee its total advertising and marketing technique, the model is seeking to faucet into what folks consider once they consider PBR — that it’s “traditional, conventional, Americana,” defined Reely. The motel rooms, that are embellished with bespoke gadgets like a jukebox made to spit out a PBR, can be found to hire till Labor Day. Roughly 70 persons are anticipated to have stayed within the rooms all through the marketing campaign. 

Specializing in a “one-to-one, excessive contact” expertise with followers can assist construct extra “favoritism, fandom and loyalty,” famous Reely, when requested concerning the intimacy of the hassle. Nonetheless, the model will amplify the experiential providing by working with paid companions who will go to the motel, expertise it and share their experiences on their social channels. For this facet of the marketing campaign, PBR has chosen companions it already works with, together with comedians {and professional} skaters, in addition to pro-wrestler Matt Cardona and his spouse Chelsea Greene, moderately than tapping social influencers based mostly on follower depend, famous Reely.

It’s unclear how a lot PBR spent on the expertise, as Reely declined to share the model’s finances for the hassle. However Reely did share that experiential makes up roughly a sixth of PBR’s media finances this yr — a slight enhance over 2021 — with the remainder of the finances divided amongst channels like billboards, audio, streaming video and social. 

Per Kantar, PBR spent $506,668 on media in 2021, with the bulk going towards digital and out-of-home placements, up barely from $431,555 in 2020. Within the first quarter of 2022, the model spent $25,310 on media. Nonetheless, Kantar’s knowledge doesn’t embody spending on social media placements. 

Leaning into experiential at this second is sensible to Greg Erdelyi, govt inventive director and accomplice at model consultancy Prophet. “Individuals are going out extra now,” mentioned Erdelyi. “They’re touring, flooding airways. Manufacturers are as exuberant as folks to return to in-person experiences.”

As for relying on folks attending the expertise to amplify the hassle, that strategy matches with the transfer towards user-generated content material that has change into extra widespread amongst manufacturers. 

“There’s been a shift from storytelling to storydoing,” defined Alasdair Lennox, group govt inventive director of expertise, Americas, for Landor & Fitch, who added that this strategy provides energy over the model to the attendees. “The individuals who guide the rooms now not are simply friends however influencers. They’re going to place it on all their channels, inform their world.  [PBR] is getting themselves out of the way in which and letting followers of the beer change into the storytellers for the model.”

Going ahead, PBR want to do extra experiential advertising and marketing that evokes the sensation of the model in-person, Reely mentioned.

One factor the model has no plans to do, nonetheless, is lean into its affordability in promoting, regardless of the discuss of a looming recession. 

“We’re not paying an excessive amount of consideration to the recession [chatter],” mentioned Reely. “We all know we provide good worth however we don’t see value as the first motive folks buy PBR. Creating messaging round cheapness or being cheap is just not in our bag, we’re not likely doing that. We like to be seen nearly as good worth for the cash however not that you just’re making a concession once you devour or love our product.”

‘Frozen slices of Americana’: Pabst Blue Ribbon goes experiential with branded motel rooms

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