#BEERSTOTHATLAUNCH ACTIVATION DECK

UPDATED 11.17.20

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TABLE OF CONTENTS

● Program Overview● 2020 Campaign Overview & Activation Tactics● Toolkit Portal● Social Guide● How You Can Help

PROGRAM OVERVIEW

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OUR MANTRA#BeersToThat is an ode to the unexpected moments that make life just a little more fun. The moments worthy of recognition, ripe for an unpretentious toast or in need of a celebration that—before we came along—might not have gotten the limelight they deserve ...but they damn sure should have.

Like finding your favorite t-shirt and reliving the concerts that come with it. #BeersToThat.

Running into an old friend with nowhere else to be. #BeersToThat.

Getting his number. #BeersToThat.

Or even just finding out your birthday falls on a Saturday ...you get the idea.

So, grab a beer and join us in raising it to all of life’s fun little victories that deserve one.

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THE MOVEMENT#BeersToThat was designed to holistically support the industry. With reach. With relevance. And within new audiences.

Targeting a more female-skewed, occasional beer drinker between the ages of 21 and 29, our movement is nimble enough to tap into lifestyle messaging and unexpected beer moments that live beyond, but always in conjunction with individual brand-led initiatives.

While always additive to our brands, we’re focused solely on identifying and inspiring incremental consumption moments.

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CONSIDERATIONS

COVID-19: • With handfuls of our favorite restaurants, bars, and

liquor stores forced to close their doors due to shutdown measures and guidelines in place for safe social distancing, it is essential that all aspects of our campaign are cognizant of the realities of the COVID-19. All campaign imagery and messaging should adhere to safe protocols – no large groups, mask wearing when appropriate and safe 6-feet distances when possible.

2020 CAMPAIGN OVERVIEW & ACTIVATION TACTICS

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Phase Overview

To extend the #BeersToThat campaign across the nation, we’ll build awareness around the movement and share what a

#BeersToThat moment is

Orienting this phase around 5 relevant lifestyle verticals, we’ll partner with

authentic voices who will become a loudspeaker on our behalf and

help amplify our social engagement

Always on moments create a constant source of inspiration for #BeersToThat

moments.

Timing Nov 16 – Dec 31, 2020 (7 weeks) Jan 4 – Mar 12, 2021 (10 weeks) Nov 16, 2020 – Mar 12, 2021 (17 weeks)

Tactics

• 50 micro influencers (from each state)• Educational video• BnB Adventure Sweepstakes• Interactive map with influencer and user-

generated content• Industry portal update with new materials

• Five (5) digital media partnerships• Five (5) Mid-tier macro influencers• Augmented Reality (AR) filters and GIF

stickers• Additional branded social content

• Website• Evergreen social & digital• Paid media

Phase 1: Launch #BeersToThat Nationwide Phase 2: Spread #BeersToThat Moments Evergreen Content

CAMPAIGN OVERVIEW

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PHASE 1 OVERVIEW

BEERBNB ADVENTURE SWEEPSInspired by our influencers’ posts and promoted via local ad

buys, we’ll create a sweepstakes encouraging fans to showcase their own local (COVID-safe) #BeersToThat

moments.

Five (5) winners will receive curated #BeersToThat custom packages that they an enjoy locally and meet local safety

guidelines.

#BEERSTOTHAT IN THE WILDRelaunching the website as an interactive map—we’ll partner with micro influencers in every state to help

populate it with celebratory moments that best summarizes #BeersToThat in their part of the country. As part, each

influencer will also motivate their fans to help populate the map.

ASSET PORTALWe will update the #BeersToThat online portal toolkit with consistent, easy-to-access and implement materials for

industry partners to help spread the word.

Also include are generic, templated materials that can house promotional messages in addition to the

#BeersToThat creative.

Launch #BeersToThat NationwideThis phase is all about taking the campaign nationwide – gaining mass awareness and interest with 50 micro influencers across the country (one from

each state) and a captivating sweepstakes where beer drinkers from coast-to-coast show us what their #BeersToThat moment is.

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PHASE 2 OVERVIEW

HEALTH & WELLNESS FOOD WOMEN’S LIFESTYLE OUTDOORS HOME

Phase 2 is oriented around 5 different lifestyle categories where we can prominently feature #BeersToThatmoments and showcase various occasions for consumption:

January 4th - 17th‘Better For You’

timeframe

January 18th - 31stTap into growth of

popularity with cooking

February 1st - 14thCould include: Female friendships,

fashion, amd Galentine’s Day alignment (February 13th)

February 15th - 28thOutdoor (snow) activity

spikes

March 1st - 14thKick-off Spring

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PHASE 2 OVERVIEW (CONT’D)

Spread #BeersToThat MomentsNow with some familiarity around our movement, this phase is all about engagement and inspiration. We’ll kickoff the new year with our content oriented around five relevant and relatable lifestyle verticals – categories that resonate with our young LDAs. It is an authentic way to bring to life

meaningful, shareable and diverse #BeersToThat content.

DISCOVER5 RELEVANT LIFESTYLE VERTICALS

------This phase will center around working with a handful of

reputable media partners and macro influencers – each of them laddering back to unique lifestyle themes that resonate with young LDAs. The digital partners and

influencers will be experts in categories like wellness, food and women’s lifestyle – creating content that will

authentically serve up great #BeersToThat moments to their respective audiences.

ENGAGEAUGMENTED REALITY (AR) FILTERS &

GIPHY STICKERS------

Amplifying this further, we’ll create a series of augmented reality (AR) filters and GIFs fans can

choose from for each our lifestyle verticals. These interactive tools will enable beer drinkers to showcase their #BeersToThat moments with

their social following.

ACTIVATELIVE HAPPY HOUR MOMENTS

------We will create a suite of activation tactics including:

• A live Instagram tune-in moment with our influencer (streamed to accounts)

• Lifestyle programming elements to help attract young LDAs (i.e. Book Club events or paired menus)

• Table / bar collateral with more lifestyle skewed statements or activities portrayed

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EVERGREEN CONTENT

As we initiate more and more fans into the movement, playing host to additional communities, we’ll support it with a revamped web portal, a steady stream of created content, UGC promotions and even partnership moments.

BEERSTOTHAT.COMThe website will serve as a source of beer-related

entertainment, education, and inspiration.

Check out the website here!

PAID MEDIA AMPLIFICATIONPaid media amplification will be always-on, delivering

consistent campaign exposure. To ensure that our efforts reach our target audience, we’ll leverage 3rd party data to

target our social ads to young lda’s who are occasional beer drinkers.

@BEERSTOTHAT SOCIALBuilding a community of passionate individuals all centered

around their love for beer–we’ll continue to create and share #beerstothat moment-driven content. We will also

have elements created by our influencers, while simultaneously leveraging paid media to support marquee

content. Check us out!

Facebook Instagram YouTube

TOOLKIT PORTAL

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TOOLKIT PORTAL - ACCESSThe #BeersToThat toolkit portal contains the approved toolkit creative files for the industry to download and produce as desired.

Asset Inclusions:● On-Premise● Off-Premise● Digital & Social● Logos & Guidelines

Note: All industry and initiative questions should be handled by the users representative committee (BA, BI etc), or Tamarron Consulting. If there are any technical or production questions in relation to the artwork, please ask your representative to forward these questions to Motive.

NBWAKim McKinnish

kmckinnish@nbwa.org

Login Details:● http://beerstothat.com/log● Username: BGI_Portal● PW: BTT2019

Beer InstituteSusan Haney

shaney@beerinstitute.org

Brewer’s AssociationPaul Gatza

paul@brewersassociation.org

Tamarron ConsultingLori Scheiffler

loris@tamconsulting.com

Motive (creative agency)Joey Hanson

joey.hanson@thinkmotive.com

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TOOLKIT PORTAL – AVAILABLE ASSETSThe #BeersToThat toolkit portal contains the approved toolkit creative files for the industry to download and produce as desired.

OFF-PREMISE ASSETS

POSTERS BANNERS

PRICE CARD COOLER CLINGS

FLOOR DECAL

ON-PREMISE ASSETS

NAPKINS COASTERS

TABLE TENTS BANNERS

DIGITALDIGITAL BANNERS SOCIAL CONTENT

MISCSTICKERS/DECALS T-SHIRTS

LOGO GUIDELINES

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TOOLKIT PORTAL – GENERIC TEMPLATESThe #BeersToThat toolkit portal contains generic assets that allow you space to print other promotional content.

BANNER

PRICE CARD

YOUR CONTENT HERE YOUR CONTENT HERE

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TOOLKIT PORTAL – BRAND GUIDELINESThe #BeersToThat toolkit also includes brand guidelines to ensure all parties are adhering to standards for application of our core assets.

SOCIAL GUIDE

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SOCIAL GUIDE 101

#BeersToThat is an ode to the moments that make life fun. The moments worthy of a little recognition; of passing joy, self-congrats and unpretentious celebration.

Content should reflect cheers worthy moments and leverage the hashtag #BeersToThat

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CREATING YOUR OWN CONTENT – GUIDING PRINCIPLES

Here are some guiding principles when creating your own content to support the program. We’re excited to see your content!

Leveraging #BeersToThat

❑ Use #BeersToThat hashtag on Instagram when posting relevant content - this helps consumers find content❑ Beer should be portrayed as part of a lifestyle or situation - not as an isolated product. Where possible, include people in the image❑ Posts should celebrate the cheers worthy moments in life, from the small (doors are open) to the big (new beer release)❑ It’s all positive. #BeersToThat is a celebration of our entire industry and our love for beer

The Younger LDA Audience:

❑ The younger LDA audience is part of a visual community, pay attention to things like lighting and framing when taking photos❑ Think about tone, keep it lighthearted and fun! Beers is the opposite of pretentious, so #BeersToThat should be too❑ Encourage followers to take part in the conversation - #BeersToThat is about allowing consumers to own the Movement❑ Stay authentic to your brand. Your community follows you for a reason so keep up the good work

Platform Tips:

❑ Remember Instagram is a highly visual try to limit the amount of text on images❑ Use images that are square (1080x1080 pixels) or taller to get the most real estate within the Instagram feed❑ Play around with all post types - static, boomerangs, videos, Instagram stories and Facebook live! See how your community likes to

interact with you.

So You Don’t Get In Trouble:

❑ Remember that social content should follow the Beer Marketing Code❑ Be mindful of COVID social distancing rules and local/state regulations. We want to promote safe #BeersToThat moments!

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Here are some thought starters when creating your own content to support the program. We’re excited to see your content!

● New beer releases○ Have something new on tap?○ What’s the latest experimental beer you want people to try out?○ Example: A beer literally made for the holidays. #BeersToThat

● Stories behind the beer○ What inspired a new beer recipe?○ Was there an interesting thing that happened before a certain recipe made it to the taproom?○ Did a fan favorite go by a different name before being introduced

to the public?○ Example: A divorce, a flooded basement, and a 90-year-old army vet named Randall all led to what you

now know of as the Ramblin’ Man Red Ale. #BeersToThat

● Virtual tour of the brewery○ Are there any brewery updates or news that might be interesting to consumers, or impact how they enjoy

your beer?○ Example: Our new brew tanks can hold over 300 gallons of beer.

#BeersToThat

CREATING YOUR OWN CONTENT – THOUGHT STARTERS

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ENGAGE AND SUPPORT OUR CONTENT

Help us extend the #BeersToThat social reach!

● Re-post and share #BTT digital creative on your social channels (e.g. encouraging consumers to post #BTT moments on the website map; encouraging consumers to be creative about their 2021 bucket list, etc.)

● Include #BeersToThat on posts to your channels that support the essence of #BeersToThat

● Allow the BTT social channels to engage with your channels for ease of sharing and re-posting each other’s content

Facebook Instagram YouTube

HOW YOU CAN HELP

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WHAT CAN YOU DO TO HELP US ACTIVATE?

Now that you are a #BeersToThat expert, here is an easy checklist for you to help us extend

our program and get all of your customers excited about their #BeersToThat moments!

● Familiarize yourself with the program goals and campaign materials. Be a

knowledgeable advocate for the program and help spread the word across the industry.

● Leverage the tools in our online portal to help reinforce #BeersToThat moments with

your customers and beer drinkers. Download and produce the assets to build awareness of

the program and remind your customers to enjoy their favorite beer.

● Extend the #BeersToThat social reach by re-posting and sharing our content to your social

channels. You can keep the social conversation top of mind by using the hashtag consistently

when appropriate and creating your own #BeersToThat content for your own channels.

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