“Labatt rolls out a Kokanee ad in the shape of a feature-length movie”….Brewskis!
Labatt has broken into a new segment of “content marketing” in Canada by releasing a full feature length film, The Movie Out Here, to further advertise it’s Kokanee beer product. As Canadians we are used to seeing clever beers ads that often attempt to appeal to specific target markets. Whether its talking animals,sasquatches,crazy hockey fans, or your average beer drinking “bros” at home, Labatt’s “Kokanee ad in the shape of a feature-length movie” attempts to combine all marketing elements into a feature production for the masses!
While I’m not sure as to whether the content of a Kokanee Movie will be riveting, I am sure that it will be funny. Previous Kokanee ads have been some of the best beers ads over the past years, especially with the mini-ad serious they did involving the park ranger, and elusive Sasquatch. Labatt has found a way to engage fans with their previous advertisements, and have continued this trend of fan involvement in The Movie Out Here. Kokanee fans had the chance to try out for the film, as well as vote for feature bars to be included. I do intend to see this movie when I have time, and am interested to see exactly how Kokanee was incorporated in the storyline. If this proves to be a huge success for Labatt I wouldn’t be surprised to see other beer companies attempt to release further advertisement in the shape of full-length movies.
By the numbers Labatt has already seen a 6% increase in regional sales since the film’s release, and over 100,000 extra visits on the Kokanee website.