Pabst Blue Ribbon’s new campaign is taking marketing beyond the screen and directly into consumers’ homes. And they will even pay you for it.
HOW IT WORKS
In the new campaign, called “In Home Advertising,” the company will pay consumers who decorate their homes with PBR-branded merchandise, reported Fast Company (Sept. 21).
People will be able to order items like shower curtains, toilet lids, rugs, tablecloths, and more, for free online. Once posting photos of it, and tagging the brand, consumers can expect a check in the mail.
According to Nick Reely, PBR’s VP of Marketing, the idea is rooted in self-depreciation. “We were having conversations about ad effectiveness and cost, and it was a bit of a joke where we said, ‘We can barely afford to do any out-of-home advertising. I don’t think we can afford to advertise in someone’s home …’ And then a light went off for a concept,” per Fast Company.
When it comes to how much consumers can make, pricing is based on scale and silliness, according to Reely. The more square footage that PBR branding occupies, the more PBR will pay.
“There are reasons people bring brands into their lives, and for PBR, people consistently do it for value,” Reely said. “So what better value could we offer someone than actually putting cash in their wallet?”
OTHER TIMES PBR GOT CREATIVE
This isn’t PBR’s first marketing stunt. Back in 2019, the brand sold a 99-can case filled with three different types of beer, named the 99 Pabst.
This summer, it topped that by creating a 1,776 pack of beer around the Fourth of July. “We figured the best way to honor the year America claimed its independence was to make a box that held that many beers — 1,776. It’s the least we could do,” Reely, PBR’s VP of marketing said in the announcement. “Actually 1,776 is the most we could do because 1,777 seemed excessive.”