Hobgoblin is running a live gameshow - streamed online below - as part of its wider ‘Season of Mischief’ campaign, which has seen the brand ramp up its on-trade and off-trade marketing and sales activity, with the festival lending itself particularly well to pubs and drinks brands this year, due to being on a Friday.
The live broadcast is also being streamed on the Hobgoblin Facebook page and the brewery’s website, and people can play along by tweeting a series of code words to win beer and other prizes.
The Marstons-owned Wychwood brewery believe it is the first time a UK drinks brand has commissioned and broadcast a gameshow online, as the brand aims to attract a younger demographic through social media through a series of online campaigns.
Most recently, the company’s 'Wych Brew Are You' campaign generated over 15,000 Facebook interactions and 10,000 votes, many via a Buzzfeed-style quiz designed to appeal to the millennial market.
Chris Keating, marketing manager at Hobgoblin, said: “For our ninth consecutive year as the ‘Unofficial Beer of Halloween’, we wanted to do something big and a little bit different. We’ve taken the collective fun factor of a TV gameshow, brought it into the social media age and added a hint of Hobgoblin mischief.”
The move builds on an established commitment to social media marketing by the Marstons-owned Wychwood Brewery, following a series of successful online campaigns.