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
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.
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.