In 2010, the Czech brewery, Pivovary Staropramen, celebrated its 140th birthday by launching a social media campaign-primarily through Facebook. Staropramen is a well-known Czech brewery. It is not quite as famous as Pilsner Urquell, but it’s definitely made a name for itself. Czech’s love beer, so as long as you have a good product, people will drink it. In fact, Czech’s population of about 11 million people drinks more beer per capita than any other nation.
This is actually my uncle’s(a resident of Prague) all-time favorite beer. Staropramen used to be significantly cheaper, so many Czechs were drawn to it. In Czech, Staropramen is still slightly cheaper; but a six-pack of Staropramen of Pilsner in the U.S. is around $9. I’ve had both the original Staropramen in Czech as well as the American version. The American version is pretty good, but it doesn’t taste quite the same. If you love beer like I do, than I would definitely look into visiting Prague on your next vacation. You won’t be disappointed and the beer is extremely cheap!
Here is one of the photos Staropramen used to get people involved in the scavenger hunt. Translation: “Looking for 140 self-cooling kegs.”
In order to celebrate it’s anniversary, the brewery hid 140 self-cooling kegs in 140 locations throughout Prague-the capital of the Czech Republic- and posted hints to it’s “friends” on Facebook. The hints ranged from simple clues to messages that had to be deciphered. Some of the hiding places were easy to find, while others took some time. In order to incorporate the brewery’s history, many of the hiding locations had to do with Staropramen’s history.
According to Eurocom Worldwide: The Global PR Network, “The campaign was so successful that, “The campaign won the Czech PR Award 2010 in the category new media and it was also shortlisted for the European SABRE Awards 2010 in the category digital PR.” Click here to read the full article.
The campaign evaluation reveals that Staropramen estimates “that the campaign value was approximately 25 times the amount invested.”
The only question I have is: did participants get to drink the beer that they found?