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Key Takeaways:
- A common basketball mishap turns into a playful sweepstakes in Blue Moon's latest campaign from adam&eveDDB.
- Fans can win up to $10,000 by spotting when the ball gets stuck between the rim and backboard, creating a fun way to engage consumers.
- The campaign ran during the college basketball finals, capitalizing on peak viewership and tapping into existing fan excitement to boost reach.
Even when the game pauses, Blue Moon finds a way to keep fans celebrating.
The Molson Coors beer brand turned one of college basketball’s most frustrating moments into a playful opportunity for fans to win cash.
Made by advertising agency adam&eveDDB West, "Hoop Garnish" harps on the unexpected game experience of getting the ball stuck between the rim and backboard.
Bouncing off the hype of March Madness, it invited fans to turn these "glitch" moments into mini-celebrations that resemble their signature orange-garnished beer.
During the tournament weekend (April 4 to 7), fans 21 and up were invited to tune into the games and wait for a ball to get stuck on the rim.
When the brand posted about the moment on Instagram in real time, fans commented with an orange and basketball emoji to increase their chances of winning.
"When we recognized the striking resemblance between the stuck ball and our signature garnished pour, we knew we had to bring that moment to life creatively," adam&eveDDB West Account Director Kelly Preston told DesignRush.
"We're excited to offer fans a fun, interactive way to celebrate the final weekend of college basketball while connecting with the brand in a meaningful way."
adam&eveDDB West CCO Brynna Aylward shared similar sentiments, saying the brand "has always been the perfect complement to moments of celebration."
By transforming a quirky in-game moment into a prize-winning opportunity, "Hoop Garnish" becomes a clever social media marketing play that taps into real-time fan behavior.
Timed with the final weekend of the men’s and women’s college tournaments, the brand is keeping the energy up even when the game slows down — by handing out real money through Instagram.
What's At Stake?
By the end of it, Blue Moon's electrifying sweepstakes crowned one grand prize winner with a cash prize of up to $10,000.
On top of that, 500 fans had the chance to win$15 through Venmo — just enough to enjoy a Blue Moon and a toast to a great game.
The campaign ran exclusively on Instagram and was supported by a mix of lifestyle and sports influencers to boost engagement.
With Blue Moon marking its 30th anniversary this year, "Hoop Garnish" plays into the brand’s core message: finding brightness in the unexpected.
Previously, Fireball launched its own gimmicky campaign, offering 90-year-old and above seniors a lifetime supply of whisky.
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