Taking place this summer, the campaign aims to treat Hobgoblin fans to an all-access-areas look at unsung heroes at work through specially curated videos that will be rolled out across the website and social media channels.
Highlights of the videos include The Vamps guitar technician and the tour manager of the Red Hot Chilli Peppers.
Ones to watch
With a helping hand from Spotify, the Wychwood Brewery beer variant will be hosting live music gigs with bands selected by Spotify as ‘ones to watch’.
Fans listening to music streaming service Spotify can win tickets to watch the newest up-and-coming bands across three live music venues in Mama Roux's in Birmingham, Trillians in Newcastle and Dingwalls in north-west London.
Playing on the ‘grass roots’ heritage of the beer, Hobgoblin will be collaborating with Access to Music colleges throughout the campaign, helping to support the next key players of the music industry.
Working with student groups, Hobgoblin will be offering paid internships and work experience while on gig days, they will be playing host to student Q&A sessions with the bands and their own ‘unsung heroes’.
Hobgoblin senior brand manager Jo Wyke lauded the collaboration with the worldwide music streaming company.
She said: “This is a really exciting partnership for Hobgoblin and cements the brand’s work with the music industry and up-and-coming bands.
“We will be putting our own stamp on the live music tours and can promise a mischievous Hobgoblin experience and the chance to share some legendary beer with your mates while listening to some fantastic live music."