How did we create beer moments to bring a community together?

With over 30 years of history, Granville Island Brewing wanted to find a way to bring people together with beer – creating authentic beer moments to build brand awareness coast to coast.

Cue: The BrewSki Tour – a tour focused on visiting different ski resorts and craft brewer friends to have a pint (or two!) and share fireside stories.

Our Top 5 Humble Brags

We banded together with the client to turn the beer experience on its head – using the BrewSki Tour as a way to reconnect with local communities on the West Coast and spread the feeling of snow and suds across Canada.

As a result, we accomplished:

  • Over $600,000 in PR value across broadcast media, print and online in 1 month!

  • Over 100% growth in Twitter impressions and engagement

  • Over 500% growth in Instagram engagement

  • 43% average community growth across Facebook, Instagram and Twitter

  • Sold-out events using only social media promotion

How We Did It

With the client’s solid BrewSki branding, Jive created an immersive atmosphere, blending social media, digital marketing and influencer partnerships.

  • Leading up to the tour, the BrewSki Tour was brought to life online and offline, engaging fans on social media with a host of parties at its local Taproom and at ‘hoppy’ venues across the country.

  • During the tour, we had our ear-to-the-ground (literally!) listening to community fans in proximity to the tour stops and starting social conversations that drove them to follow the adventure.

    • Fans were kept up-to-date with the team blogging the experience on Granville’s website and social media.

Partnerships amplified the journey with a Hootsuite social media takeover, taking to the slopes and throwing back some après brews. HITCASE prized lucky fans who tagged their ‘adventure bestie’ with a HITCASE Pro and Granville swag.

The two-week adventure not only got fans excited, but media soaked up the news too. The tour showcased the brand living its brand, while engaging the community who became brand ambassadors.