In March 2024, Austin Eastciders hosted a mini music fest, lovingly called East by Eastciders.
A parody of SXSW heavily reminiscent of Old-Austin– no cover fees, cheap drinks, generally weird– but impressively featuring a total lineup of 32 bands across two stages, several food trucks, a branded Airstream and mechanical bull, plus a cross-platform marketing campaign.
A parody of SXSW heavily reminiscent of Old-Austin– no cover fees, cheap drinks, generally weird– but impressively featuring a total lineup of 32 bands across two stages, several food trucks, a branded Airstream and mechanical bull, plus a cross-platform marketing campaign.
Our Unofficial event quickly prompted a cease and desist letter from SXSW proper, but was followed by an Official invitation and a steep discount.
Challenge:
Generate buzz for Eastciders during the second-busiest tourism season in Austin, TX, with a limited promotional media budget. SXSW presents a huge opportunity by drawing around 300,000 additional people to the city for its 10-day Spring-Break-coinciding duration.
Generate buzz for Eastciders during the second-busiest tourism season in Austin, TX, with a limited promotional media budget. SXSW presents a huge opportunity by drawing around 300,000 additional people to the city for its 10-day Spring-Break-coinciding duration.
Direction:
Creative that loosely imitates SXSW 2024's color palette and design style.
Decorate Eastciders taproom 3 weeks ahead of the event.
Weekly print ad placements in the Austin Chronicle promoting lineup.
Radio spots on 96.3 JACK FM for 4 weeks.
Partnership with Do512 for social & web promo and RSVP.
Tease and announce on organic social, supported by Meta paid social with broad targeting.
Offer a limited merch run of tees and stadium cups.
One-day specials: cocktail menu and select $2 pints.
Secured branded Airstream serving trailer teasing updated brand refresh artwork.
Heavy live social support highlighting event in real time via stories and feed posts.
Creative that loosely imitates SXSW 2024's color palette and design style.
Decorate Eastciders taproom 3 weeks ahead of the event.
Weekly print ad placements in the Austin Chronicle promoting lineup.
Radio spots on 96.3 JACK FM for 4 weeks.
Partnership with Do512 for social & web promo and RSVP.
Tease and announce on organic social, supported by Meta paid social with broad targeting.
Offer a limited merch run of tees and stadium cups.
One-day specials: cocktail menu and select $2 pints.
Secured branded Airstream serving trailer teasing updated brand refresh artwork.
Heavy live social support highlighting event in real time via stories and feed posts.
Results:
Became an Official SXSW event for 70% less than initial projected sponsorship cost.
Drew substantial foot traffic for event duration, #1 dollar sales day for the year.
Engagement spiked on Meta several times during the day.
Received positive feedback from Bev Alc industry peers and introduced Rico Tepache, a new brand from Austin Eastciders, for the first time.
Became an Official SXSW event for 70% less than initial projected sponsorship cost.
Drew substantial foot traffic for event duration, #1 dollar sales day for the year.
Engagement spiked on Meta several times during the day.
Received positive feedback from Bev Alc industry peers and introduced Rico Tepache, a new brand from Austin Eastciders, for the first time.
