Paulaner USA | 2013-2014

Paulaner is a German brewery, established in 1634 in Munich by the Minim friars of the Neudeck ob der Au cloister. Growing up in Europe, the monk was a logo I have always associated with my travels and was extatic and honored to work with the USA team. The brand was looking to establish a more consistent presence and voice, especially to support Oktoberfest season. 

 
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Oktoberfest + Untapped | 2014

In 2014, I helped the Paulaner USA team establish a year-long social media program, which included specific content production and media placement budgets. This allowed us to develop a strategy for our day-to-day presence, while also defining specific promotional campaigns and tactics to support the annual brand marketing initiatives. As part of our Oktoberfest program, we partnered with Untapped to develop a badge. We were the first German bier brand to offer a badge on Untapped. Prost!

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Summer + Oktoberfest Biergarten Tour | 2014

In addition to leveraging emerging social platforms and paid media, we also designed and developed a Summer & Oktoberfest Biergarten Tour. See, each year, Paulaner is distributed to bars, tap-houses, lodges, and biergartens all across the country. We developed concert-like tour posters for each Paulaner sponsored event taking place over the summer and during Oktoberfest season. 

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Bavarian Oasis Sweepstakes | 2014

Unfortunately, we know all of our fans couldn't attend Oktoberfest or make it to their local biergarten, but we didn't want them to feel left out. So we encouraged our community to participate in different sweepstakes and contests, like sharing their favorite place between heaven and hops (or the Bavarian Oasis as we liked to call it) for a chance to win! We received thousands of photos from fans enjoying the world's best bier in their favorite place.

Team

Nick Williams: Content & Social Media Manager, Diffraction Media

John Gilbert: Creative Director, LRXD

Sheena Belcher: Account Manager, Digital Fusion

Catherine Parenteau: Director of Marketing, Paulaner | HP USA

Sean O'Grady: Brand Manager, Paulaner USA, O'Hara's/Carlow Brewing & Fruli Brewery