|5th February, London: London Pride has launched a social campaign, putting free pints of the award-winning ale into Londoners’ hands as an antidote to the dreary weather.
London is in the depths of winter; in December it rained for 17 days and natural light is limited to office hours. Starting from Saturday, London Pride is offering Twitter followers in London a chance to beat the drizzle and brighten the mood with new social campaign, #WhenItRainsItPours.
At the heart of the campaign is a live-broadcast weather monitor, showing a windowpane via Twitter and Periscope and appearing in Twitter timelines. When rain appears on the Periscope window, that’s the cue for followers to Tweet in and claim their free pint of London Pride. `
The campaign is being supported by promoted tweets and posts on Facebook with tailored video content featuring legendary former-weatherman, Michael Fish.
Michael Fish, #whenitrainsitpours expert, said “This is such an inspired idea. February can often be one of the dreariest months of the year, with the short days and wet weather, so a free pint of London Pride will certainly brighten up peoples’ days. I am excited to be part of this campaign, I’ve seen some very rare atmospheric phenomena, but even in all my years as a weatherman, I’ve never seen it rain beer.”
#WhenItRainsItPours follows the success of the #TweetAt12 campaign run by Fullers in the summer of 2015, in which 1,600 people claimed a free pint through social engagement with the brand.
Alastair Griffin, Senior Planner at UM said: “After the success of #TweetAt12 we have worked closely with The Corner to make this year’s real time giveaway bigger than ever before. We’ve gained real traction with paid for social media over the last few years. Combing a great creative idea, the agility and reach of paid for social media and of course, free beer, continues to be a recipe for success. Everybody loves a freebie; what better way to celebrate the end of Dry January and the miserable London weather than a free pint of Pride.”
UM London handled all media planning and buying for this campaign, while The Corner were responsible for creative and content.