JAY CALABRESE

LABATT UNDOMESTICATED GAMES

This summer Labatt Blue hit 5 cities with an outdoor competition like no other. Team had their opportunity to sling, slide and slay their way to claim undomesticated glory.  5 unique one-of-a kind games that consumers couldn't get anywhere else, drew the curiosity of mid-20 beer drinkers to get out and celebrate the summer.

The Labatt Blue Zone was open to spectators and participants throughout the day to support beer sales, music, backyard games, food from local trucks.

SOLD OUT!

5 cities, 13 sessions, 575 teams sold out the inaugural  Labatt Undomesticated Games. Driven by a national TV campaign airing during NHL Playoff Hockey, teams signed up surpassing our expectations. And who showed up? 2,000 mix-gender participants with a media age of 28 eager for competition. 

DIGITAL CONTENT

Woven Media and Brobile worked with Labatt and The Strategic agency to develop content prior and during the games.  NFL legend Terrell Owen challenged consumers to come out to the games and challenge him.  Video below:

LOcal Media

The Games generated impressions in market leading up the the big events.  Radio stations held 'play-in' competitions at key Labatt accounts where winning teams were awarded a complimentary spot in the sold out Labatt Undomesticated Games event.

Local TV showed up as well to demo the games on live TV telling viewers to come down and check out the event.  Check out the Commish reporting in from Detroit.