Yuengling
OOH Overdelivers on Impressions and All Measured Demos
Objective
Yuengling sought to increase market share of its Lager and Golden Pilsner brands at the Jersey Shore during Summer 2019. Project X helped ensure the Yuengling brand stayed top-of-mind throughout the season with a strategically targeted OOH campaign, using 2018 sales data to guide site selection and budget deployment by distributor.
Activation
We leveraged a combination of OOH formats for the campaign, starting with 17 bulletins along key highways (including the NJ Turnpike, Garden State Parkway, I-80 and Route 35) reaching consumers traveling both to and from the Shore.
Additionally, we took advantage of a poster package of 16 units throughout popular shore towns such as Tom’s River, Asbury Park and Atlantic Highlands, and added 6 static bus shelters in high foot-traffic areas of Hoboken for two separate flights. To further increase coverage, we added 35 PATH 1-sheet & 2-sheet posters across Hoboken, Exchange Place, Journal Square and Grove Street stations for 10 weeks.
As a complement to the traditional OOH media in market, we layered on a mobile component consisting of digital mobile billboards and an aerial banner to help penetrate hard-to-reach areas of the Jersey Shore. Yuengling’s 3-sided digital mobile billboard followed a custom route from Seabright to Seaside, including neighborhoods such as Asbury Park, Point Pleasant Beach, Belmar and Manasquan, and our aerial banner flew from Sandy Hook to Cape May, covering all the beaches in between.
Results
The campaign received overwhelmingly positive feedback from the entire Yuengling team, typified by the social media response of District Sales Manager James Faulkner (see below), who excitedly tweeted photos of our bulletins and reinforced the success of the strategy behind the campaign.
Yuengling received a total of $28,295 in added value media in New Jersey overdelivering on all measured demos including 2,807,772 additional impressions on Adults25-49 and 5,284,985 additional impressions on the Adults21+ demographic.
