In an early November campaign that seeks to drive fan engagement, the NFL’s Washington Redskins celebrated the 80th anniversary of the team’s famous fight song was with a beer initiative in harness with partner Devils Backbone Brewing called #ATTR (Ale To The Redskins).
The idea is essentially a fan vote between two different bespoke, limited edition Redskin brews to see which one should be the team’s official beer.
The NFL franchise and beer partner Devils Backbone Brewing Company are offering a choice between two special beers: ATTR Burgundy Ale and ATTR Golden Ale.
The two beers, which are both based on the Redskins’ color schemes and fan flavour profiles, will be available exclusively at the team’s home FedExField stadium – in 16-ounce can format.
Fans are being offered an opportunity to choose which beer will continue as the team’s official beer in the future and the competition is being promoted in the stadium and across the digital and special channels of both the team and the brewer.
Game Day!! @Redskins fans be sure to look for #ATTR Burgundy and #ATTR Gold at FedEx Field – at all Devils Backbone stands & sections 137, 121, 319 and 408. And tells us your fave using #ATTRburgundy #contest or #ATTRgold #contest pic.twitter.com/dCHQPBGxWt
— Devils Backbone (@dbbrewingco) November 4, 2018
“It’s just in the stadium now as we test it out, concept it out, really to let the die-hard fans, the ones buying tickets and going to games, have a say as a reward for coming out to the stadium,” explained Devils Backbone Brewing COO Hayes Humphreys.
According to Humphreys, both are easy to drink and perfect for sporting events and the brewer will also be hosting activation events within the stadium for tastings and other promotional activities.
“You can drink it and have that added game day experience,” said Humphreys of the potential of picking up a four-pack of beers and watching at home. “We really want to engage fans and get them some ownership of the beer of the football team.”
“ATTR allows fans to commemorate with us and become a part of Redskins history with a brand new product at our stadium,” added Redskins chief marketing officer Steve Ziff.
Comment:
According to both the team and its brewing partner, the idea for the campaign began with just a simple conversation as the partner planned to brew an official beer.
Devils Backbone initially began its relationship with the Redskins back in 2014 and ever since it first became available as a brand in FedExField its sales have steadily increased.
Indeed, the best selling beer in the stadium at the moment is the brewery’s Vienna Lager.
The Virginia-based brewer is also an official partners of fellow DC sports giant the Washington Nationals and it created a collaboration with the MLB team called ‘Earned Run Ale’ – which helped drive 800% increase in production.
The Redskins’ name is itself the subject of serious controversy and is the subject of an ongoing #ChangeTheMascot initiative (see case study).
Of course, the NFL’s official beer is Bud Light and it is the beer that is promoted in stadiums across the league – included in the Redskins ground on the day the Devils Backbone Brewery campaign was launched.
Halftime Purple Heart recognition ceremony.
We give our sincerest thanks to these real-life heroes. #SaluteToService | @USAA pic.twitter.com/K3Q36zy1bO
— Washington Redskins (@Redskins) November 4, 2018
Links:
Washington Redskins
https://www.facebook.com/redskins
https://instagram.com/redskins
https://www.youtube.com/redskins
https://www.snapchat.com/add/redskinssnap
Devils Backbone Brewery
Leave a comment
You must be logged in to post a comment.