High fliers: BrewDog rewards ‘punks’ with exclusive airline experience
Crowdfunding is an investment method that’s grown rapidly in popularity. For start-ups, it is a vital step up, and for established businesses, it can be instrumental in facilitating future sales growth.
One company that’s built a name for itself through its well-known ‘Equity for Punks’ crowdfunding scheme is BrewDog.
The Scottish brewer has recruited almost 70,000 investors since its inception in 2009, and has raised in excess of £50million. This investment has enabled the business to build more breweries, develop new beers and open more pubs to support its global growth.
In a bid to reward its shareholders, the brand announced the launch of the world’s first craft beer airline; a unique and immersive brand experience exclusively available to Equity Punks.
Flying from London to BrewDog’s US HQ in Colombus, Ohio, the flight will include tastings with a special high-altitude beer, beer cocktails, food and beer pairings and flight care packages with branded eye masks and blankets.
On landing in Columbus, the passengers will enjoy a 4-day trip packed with special beery activities including a brewery tour.
A craft beer experience like no other, the fun and engaging experience is set to reinforce the brand’s values to BrewDog’s committed and passionate community. But it’s not free. Equity Punk members can apply for a place on the trip for £1,250 each or, along with any other fan, can enter a competition on the brand’s social channels to win a ticket.
BrewDog announced the new airline on its social channels and created an amusing teaser video to give people a taste of the world’s first craft beer airline.
Featuring the company’s founders James Watt and Martin Dickie dressed as pilots, the plucky entrepreneurs introduced the voyage and what to expect from the experience; much to the delight of the ‘passengers’.
Following a parody ‘safety demonstration’ of the best way to enjoy a can of BrewDog beer, James and Martin encourage everyone to “sit back, relax, enjoy the flight and savour their beer” while they “enter the United States in style”. Congratulating themselves on a job well done, it’s only at the very end that we’re let in on the cheeky prank, in yet another fun turn from the beloved brand.
The campaign’s launch was amplified by widespread media coverage and social media activity, including to the brand’s substantial and passionate Instagram following.
Beer brands often use experiential marketing to give fans an extra level of understanding when it comes to brand values and heritage. Old Irish immersed fans in its birthplace with a one-of-a-kind VR experience while Chang Beer gave people the taste of Thailand with an engaging sensory tour.
Graham is the UK CEO at Because