Wiley Roots Brewing Co. in Greeley, Colorado, is back with its second annual No Peeking — The Prolonged Present Game.” It’s a fun campaign that adds a playful holiday twist while cleverly driving post-holiday taproom traffic. Check it out right here! This creative event is our pick for the Craft Brewing Business Marketing Idea of the WeekTM, combining nostalgia, surprise and smart business strategy. Congrats Wiley Roots!
How No Peeking works
Starting on Black Friday, November 29, 2024, through the end of December, taproom visitors who spend $25 or more will receive a No Peeking envelope containing a secret prize. Here’s the catch: Guests aren’t allowed to open their envelopes until they return to the taproom in January 2025. Only then, after enjoying their first drink, will a beertender reveal what’s inside. The campaign creates a sense of excitement and anticipation, reminiscent of unwrapping a mystery holiday gift. It’s also a clever way to entice patrons back during the typically slow month of January, boosting traffic and sales in the new year.
Prizes big and small
Wiley Roots has stuffed 550 envelopes with a variety of prizes, ranging from high-value rewards to fun, quirky perks. Here’s a taste of what guests could win:
- Free Tickets to a Barrel Tasting in February
- A 4-Pack of Cellared Beers
- VIP Experience including a $100 Tab
- 50% Off Your Tab
- A Retired Bourbon Barrel
- Free Pint Cards to be using on any visit
- Sticker Packs
- Free Pint Glasses
- $10 Gift Cards
- Skip the Line Passes for their Annual Adult Egg Hunt
- A VIP Music Bingo Experience
- Single-Use Train Beer Passes
- Free 4-oz Pours
- Beer Shots of Beertenders choosing
- Free Single Cans To Go
- High Fives from Your Beertender and 5% off your tab
- 10% Off your tab
- 20% Off your tab
- Trucker Hats
- Tin Tackers
- May the Fourth glasses
- 1st dibs on July 4th tables
- A Year-Long Train Beer Pass
Adding nostalgia and fun
“We’re always looking for unique, engaging ways to fill the taproom, so we decided to bring some nostalgia into the holiday season by mixing the joy of gift giving, Secret Santa, and finding a golden ticket. It just happens to be a bonus that we get to see more guests during January, which is typically a slower season for the industry,” said Miranda Carbaugh, Chief Operations Officer / VP of Sales at Wiley Roots Brewing Company.
The concept is simple but effective, playing on the holiday spirit and people’s love for surprises. It also taps into the brewery’s playful, community-focused vibe that has made Wiley Roots a local favorite.
Why this campaign works
The No Peeking campaign stands out for several reasons:
- Extended engagement: It encourages not one but two visits, stretching the excitement across months.
- Nostalgic appeal: It evokes memories of holiday surprises and unwrapping gifts, creating a heartwarming experience.
- Post-holiday traffic: By incentivizing January visits, it helps offset the usual lull in taproom attendance after the holidays.
- Community connection: The prizes and quirky perks are fun and build goodwill, fostering a loyal customer base.
Tips for your own beer and event marketing
Inspired by Wiley Roots? Here are a few takeaways for your next brewery promotion:
- Create anticipation: A campaign that makes customers look forward to a second visit can keep your brand top-of-mind.
- Incorporate seasonal themes: Aligning events with the holiday season or new year gives a natural reason to celebrate.
- Offer a wide range of prizes: Mix high-value rewards with fun, low-cost prizes to keep it exciting for all participants.
- Emphasize the community: Local partnerships, exclusive events and quirky touches make your brewery feel like a community hub.
For more details on Wiley Roots Brewing and its No Peeking game, visit their website or check out their social media pages. Ready to implement your own creative marketing ideas? The holiday season is the perfect time to experiment and draw in the crowd!
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