Leinie on the Lake

A Leinenkugel’s Promotion Aboard the Summer Shandy

Client: Molson Coors Beverage Company

Locations: Lake Michigan, Chicago, IL

Launch Date: Summer 2021

Product: Leinenkugel’s Summer Shandy

Challenge
Promote Summer Shandy in a way that would authentically capture the essence of summer while standing out in a competitive beverage market by launching a unique consumer experience centered on Lake Michigan.

Solution
Foxhole Creative led the end-to-end execution of this ambitious activation, including the design and production of digital marketing campaign assets. From acquiring and customizing the pontoon boat to assembling a professional crew, we managed every detail of the private cruise production while also navigating the logistical, legal, and creative complexities that such a campaign would entail.

Impact
This campaign received the Gold Davey Award for Promotions and Stunts and exemplified Foxhole’s ability to transform a brand vision into an unforgettable experience. The Summer Shandy pontoon activation not only enhanced brand visibility on the water and online, but also fostered direct consumer engagement and generated high-quality, shareable content that extended the campaign's reach all summer long.

DIGITAL AD DISPLAYS & VIDEO PROMOTION

Launched across Facebook, Snapchat, and Instagram, this campaign generated remarkable results

VIDEO RECAP

DIGITAL AD DISPLAY RESULTS

Over the 8-week campaign, we received a CTR of 2.98%.

Facebook Clicks: 37,000

Snapchat Swipe-ups: 8,000

“This strong performance can be attributed to the engaging video assets that draw user’s attention, as well as clear and engaging CTA call-outs. Great job, Foxhole team. To me, this is very successful, and we should use this as a benchmark for promoting future social sweeps.”

- Jeff Schulman, Molson Coors Beverage Company