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PBR Drink & Draw

For several years, Pabst Blue Ribbon’s PBR Art program has engaged outsider artists to create their marketing materials. Our challenge was to find a way to make it more relevant to a highly-connected target, grow brand love and get folks in bars drinking more PBR more often.

The Drink ‘N Draw campaign turned fans into artists by turning their smartphones into paintbrushes. We let folks create crazy sketches they could redeem for beer and swag at participating bars. Here’s how it worked:

Draw, Share & Earn

All it took was a quick sketch and share to social media to generate the code that would let a participating barkeep know that patron deserved something special. All drawings were also brought to life in an animated, searchable collage on the Drink ‘N Draw website.

Draw, Share & Earn

All it took was a quick sketch and share to social media to generate the code that would let a participating barkeep know that patron deserved something special. All drawings were also brought to life in an animated, searchable collage on the Drink ‘N Draw website.

The Website

We also created an online gallery for folks to share their creations with the world and devised on-premise and online promotions to support the program.


Here's What Was Under The Hood

The mobile web app was built using an HTML5-based, touch-enabled drawing component created by the incomparable Mr. Doob. We customized this code and made the app location-aware, so users could find local bars that were participating in the campaign. This allowed us to track not only what users were doing, but where they were when they interacted.

We also knew we needed to keep things light and fast, so we utilized server-side components to handle resizing of submitted images so that thumbnails and galleries would load quickly.

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