Freedom Brewery: Kings of Freedom

The Challenge

To garner influencer endorsement of Freedom lager – for free.

 

The Idea

We used social media to identify celebrities with a thirst for craft lager. Kings of Leon drummer Nathan Followill was one such man. We managed to get him a crate of our finest just in time for a gig at the Genting Arena.

 

The Results

  • When we first approached Nathan Followill, he was so pleased to hear of his impending gift that he helped us sort delivery – tweeting that he was “gonna drink the hell out of the delicious brew”
  • Upon receiving his craft lager, Nathan tweeted: “Tonight’s drunken smile is brought to you by @FreedomBrewery. Thanks for the refreshing brew friendos”
  • Within 12 hours, our conversations with @doctorfollowill had garnered 46 retweets, 97 favourites, reached 148,709 accounts and delivered 363,110 impressions, with fans demanding he bring a batch back to Tennessee