To capture new drinkers on the craft beer scene, Goose Island Brewery collaborated with The Weather Company on a robust branded content experience. For the campaign, Weather’s in-house branded content team developed “Journey of the Hop,” a first-to-market custom experience that showed the importance of weather in Goose Island’s hop growth cycle. Audiences were transported from their favorite devices to Elk Mountain Farm, where it’s all about being on the 49th parallel - a prime location for growing hops.
Leveraging adaptor technology, the team created custom “Hop Meter” ad units, which delivered messaging that dynamically changed depending on weather conditions at the farm that are important to hop growth (i.e. daylight and temperature). Messaging ranged from “Hops are loving this weather and growing tall!” to “Hops are looking forward to sunny days,” along with the current temperature, hours of sunlight, and estimated life span of the hops on the farm. Additional branded content included a feature article, organic promotion through weather.com, and Facebook promoted posts.
|CPG Director, The Weather Company:||Darrell Gottlieb|
|Manager, Account Management, The Weather Company:||Megan Strelzik|
|Sales Director, East, The Weather Company:||Jonathan Spellman|
|Manager, Partner Management, The Weather Company:||Chelsea Kaas|
|Senior Manager, Partner Solutions, The Weather Company:||Lauren Lee|
|Director of Branded Content, The Weather Company:||Ysolt Usigan|
|Branded Content Manager, The Weather Company:||Chenda Ngak|
|Creative Manager, The Weather Company:||Robert Redmond|
|Sr. Creative Architect, The Weather Company:||Donnie Smith|
THE WEATHER COMPANY, AN IBM BUSINESS