HUNT FOR THE ORANGE CAN
Each year, Keystone runs its popular “Can Hunt” promotion where they release limited edition orange cans hidden inside select packs. But finding an orange can is rare. Very rare. Still, people love hunting for them. So, despite a non-existant digital budget, we brought “The Hunt” to life on social media — leading to a 1600% increase in Facebook engagement during the campaign.
Client: MillerCoors Agency: DigitasLBi Role: Copywriter
A week before the cans rolled out nationwide, we teased the release with a complete social media takeover that highlighted recent can “sightings”.
We then shot amateur-type videos showcasing close encounters with the elusive orange can.
BAG A CAN. SHOW IT OFF.
It didn’t take long before an overwhelming amount of people started sharing their mounted cans (mounts were included in packaging). Every week, we chose our favorites and displayed them as Keystone’s cover photo for all to admire.