Integrated Online Campaign / Beverage (Alcoholic): Antler Agency / Magners Irish Cider / Magners Comedy Festival 2011
Magners Irish Cider, which supports an eponymous comedy festival in Glasgow, decided to stage one in Boston. To promote it - and its brand - the multimedia campaign had the last laugh. Fifty amateur comedians hoping to win a slot pitched themselves on Facebook, generating 75,000 visits - and 10,00 visitors to the festival site. Sixteen of the 20 shows sold out, and 2.1 million impressions were created for Magners. Dying is easy; comedy is hard. Magners just leveled the field.