Goose Island Bourbon County Stout Launch

Goose Island is legendary for releasing their Bourbon County Bourbon Stout (the earliest bourbon barrel-aged beer, born in 1992) every Black Friday. In 2020 TapRm approached Goose Island to run its first ever lottery-style online Black Friday release. My team and I strategized a fully digital product drop with lottery-style ordering and built a custom landing page Goose Island could direct its customers to from their own website. I created ads and promotions to run across our platforms to advertise the release which led to the most sales ever by a brand in a single day on TapRm.

Black Friday Performance
-4.3M Impressions
-34K Page Views
-1.2K Orders

Organic Social
-Impressions: 6K
-Engagement: 78%
-Story Completion Rate: 97%
-Lottery Sign Ups: 25

Email
-Reach: 36K
-Opens: 11.5K
-Clicks: 2.4K
-Lottery Sign Ups: 95