The Beer MowBile

In the summer of 2019, we revived Rolling Rock’s long-dead social media presence. Not just for shits either, our goal was to see how the smallest version of a ton of big ideas were received. And then make the best one.

What rose to the top? Well, Rolling Rock is by far the most refreshing beer after cutting the grass, so we took grass clippings as payment for ice cold beer. The only trouble was convincing the public it was actually happening.

Our super fun stunt is below. How it fell out of a full brand refresh for Rolling Rock, an integrated campaign, an evergreen social presence that’s still around, and a TON of beer sales in a declining market is below that. (This also became the case study used to sell VaynerMedia’s new “Volume” approach.)

All from a Tweet…