Union' d. glass
BACKGROUND
As one of the most popular and watched series of all time is coming to an end, it's the main topic of conversation. And when, at the same time, literally and figuratively, it is the end of winter and a long hot summer ahead of us, all adult occasional drinkers want is a cold beer.
Combining the two, we wish that, with a cold Union beer, everyone would talk about ending the hot series and turn the association into a strong emotion that would connect the two.
IDEA
Game of Thrones and Union, in addition to their great popularity, shared a connection with dragons. That's why, at the height of the fever, as the series neared the big end and a long, hot summer was ahead of us, we made a third connection to the series at the Union dragon workshop - a unique labelled glass. The ultimate tool to combat the summer heat, and is extremely difficult to obtain due to its extreme rarity.
EXECUTION
On the first summer day, with the unofficial start of the main beer season and the official end of the Game of Thrones series, we launched a very limited series of the Union Dragon glass.
With only 2 posts on Facebook and Instagram, Union has invited all fans to join the Summer Watch. The first post presented a unique glass, while the second called for users to join the Summer Watch and compete for a glass. When users officially swore their loyalty to the Summer Watch, they entered the draw for one of 30 unique glasses.
RESULTS
organic reach of all users of social networks in Slovenia.
comments from only one post.
unique dragon seal glasses that serve as a reminder of the best series and the best beer at the same time.