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Client

Adnams

Project

Launch: turning a brewery into a phantom galleon

Objective

Launch Adnams’s now iconic American Pale Ale, Ghost Ship.

Results

  • Half a million pints sold during two week campaign.

Echoing the product’s inspiration from Adnams’s 600-year-old haunted seaside pub, The Walberswick Bell, Spring turned the Adnams Brewery into a phantom galleon using 3D projection technology.

In addition we engaged with beer bloggers and journalists and, with Adnams, arranged a spookily good VIP launch party. Before that, we’d helped Adnams brief its landlords, to ensure brand advocacy from bar staff, at a series of breakfasts.

#showmetheghostship launched a phenomenally successful social media campaign, with prizes and video shares lifting traffic beyond expectations. The ghostly imaging went on a guerrilla projection tour, generating column inches and social sharing in every target town and city.