The Moo and Brew Craft Beer and Burger Festival is a unique event offering a wide variety of local and national craft beer along with some of Charlotte’s best burgers. Festival-goers have the opportunity to sample countless beer varieties and several burger options and then vote for Charlotte’s best burger. The event takes place at the AvidXchange Music Factory in partnership with Creative Loafing, also located in the factory. The event brings people together over great food and beer while raising funds for Second Harvest Food Bank and spotlighting community resources and businesses. Coverage of this event by the Posse Social Media team is an added value for our client, AvidXchange Music Factory.
Goals
As a young festival, in its first repeat year, it was important to get the word out and create buzz to ensure attendance was high. The objective as the event venue social media team was to work with the event and event sponsor’s social media teams to reach a targeted market to raise awareness for the event and create an air of excitement around it to exceed the previous year’s sales and funds raised for the Second Harvest Food Bank.
The Posse Approach
Strategy:
- Social Posts
- Video
- Ads for Facebook, Twitter and Instagram
- Contests
- Live Coverage
Social Posts:
Our content team put together a social campaign for the festival, highlighting and working with sponsors, vendors and all the fun from the first annual fest. The campaign started well ahead of the event and picked up the pace as the event date drew near, using a collective hashtag to maximize reach.
Video:
Whenever possible video was shared during the campaign leading up to the event and during the event. Video has a significant increased reach and engagement rate on social media.
Ads:
Posse managed the ad budget for the AvidXchange Music Factory to put aside an increased amount of funds leading up to the festival. A variety of targeted ads went out on Facebook, Twitter, and Instagram including website click, canvas and event ads.
Contests:
Contests took place on Twitter and Instagram to win sets of tickets and coveted, sold-out VIP tickets with great results.
Live Coverage:
The Posse attended the festival for the final push along with the event social media team to capture all the fun happening in real time and sharing it on social media. We also interacted with followers and fest goers live to encourage engagement. The results speak for themselves.
Key Successes
Previous year
- Reach: 35,137
- Spread: 0
Current Year
- Reach: 2,669,830
- Spread: 1,130,095
That’s millions of people that had the opportunity to learn about the fest this year through social media, vs 35,000 the previous year.
With a targeted plan of attack, Posse was able to increase the reach and social impact of Moo and Brew Fest for a positive impact. More than 2,500 were in attendance, and VIP tickets sold out a week in advance. An estimated value of more than $100,000 in ticket sales generated. A total of $15,000 was raised for Second Harvest Food Bank.
