Our solution was to have our fans help us craft a new beer for the upcoming lunar blue moon that would occur over Labor Day weekend. In short, Craft the Next Blue Moon for the Blue Moon. The goal was to increase awareness of Blue Moon Brewing Company on Facebook and in social media and drive velocity at retail.

The campaign extended the Blue Moon Brewing Company’s reach on Facebook and drove an estimated 24,000 fans to accounts to sample the beers they helped craft. On the weekend/night of the blue moon it drove fans to purchase the beer they helped craft in celebration of the rare event. As a result, Blue Moon Seasonal Beer sales went up 20%, Blue Moon Sampler Pack sales went up 134%, and Blue Moon Belgian White sales went up 13%.