Greene King: Alebnb

The Challenge

To create widespread awareness of Greene King’s new pale ale, Ice Breaker – available at more than 180 Greene King pubs right across London.

More specifically, we were asked to provide sampling opportunities for the general public – and encourage repeat footfall into pubs.

 

The Idea

With high-impact media coverage central to meeting the demands of the brief, we knew we had to tap into a growing journalist and consumer demand for unusual, quirky experiences.

So, we proposed that we launch the nation’s first ‘Alebnb’ – a frozen igloo, complete with lickable beer walls.

The client agreed, so the Alebnb was commissioned and taken to a high-footfall, central London location – creating buzz around the new drink, with sampling opportunities for members of the public who engaged with the activation.

 

The Results

  • Our quirky video of the Alebnb created cut-through with national and viral media alike, with our content covered by a range of top titles including The Sun, Daily Star, Tyla and Daily Mirror
  • All told, the story was picked up by 42 titles including 15 national, 10 regional and 15 trade
  • The coverage delivered all the key messages too – ‘Greene King launches new pale ale, Ice Breaker’ was mentioned in 96% of coverage, and ‘available in more than 180 Greene King pubs’ mentioned in 67% of coverage