In 2014, Anheuser-Busch came to us with a problem: how do they connect with bartenders, the people who actually sell their product? So we created Behind the Bar, the first ever invitation-only social network for bartenders. The program launched in Washington D.C. in 2015, with a national rollout planned for 2016.
AWARDS: Creativity Online Feature 

THE LAUNCH

 The name and logo for the program went through many rounds, but in the end, we settled on Behind the Bar. We felt this most accurately represented what we wanted the program to become—a community of bartenders dedicated to the joy, struggle, and reward of life behind the bar.

The name and logo for the program went through many rounds, but in the end, we settled on Behind the Bar. We felt this most accurately represented what we wanted the program to become—a community of bartenders dedicated to the joy, struggle, and reward of life behind the bar.

 Invitations to the program were hand delivered to select bartenders around D.C. Although any bartender was eligible to join, initial members were hand-selected by Anheuser-Busch, while the rest followed through word-of-mouth. Over 500 charter members joined the program in November.

Invitations to the program were hand delivered to select bartenders around D.C. Although any bartender was eligible to join, initial members were hand-selected by Anheuser-Busch, while the rest followed through word-of-mouth. Over 500 charter members joined the program in November.

New members received an exclusive Membership Card that doubled as a bottle cap. The cards were made from black metal and engraved on both sides. This card granted them exclusive access to awards and events throughout the program.

The Launch Party was held at the Howard Theater on November 13th. Guests had exclusive access to some of Anheuser-Busch's newest products, while Grammy-nominated hip hop artist Vic Mensa closed out the night. All members received a +1 to the event.


THE PROGRAM

Emails drove members to exclusive social content on Facebook, Instagram, and Tumblr. Content included everything from special events, rewards, education, and direct access to Anheuser-Busch. The Emails had a 40% click-through success rate, showing how the program's design motivated members to participate.


CONTENT (EDUCATION)


CONTENT (ACCESS)


CONTENT (REWARDS)