Heineken shelled out an undisclosed amount of money to be the official beer sponsor of the festival, which attracts roughly 65,000 people daily.
Undeterred, Shiner Beer's agency, McGarrah Jessee, created beer koozies that looked exactly like Shiner beer cans. These koozies were handed out to ACL concertgoers en route to the festival grounds.
Street teams distributed 10,000 koozies that completely obscured Heineken's logo, making it appear that Shiner Beer was being imbibed inside a festival where only Heineken was allowed.
By the time Heineken and festival organizers learned about the stunt, all the koozies had been dispensed.
How do you view the campaign? If I were Heineken, I'd be pretty POed if I found out that a rival, albeit a smaller one, outsmarted me after having paid to be an official festival sponsor.
While 10,000 koozies were handed out, that doesn't mean 10,000 were used inside the festival. Even if 10% of the koozies were used, though, that's 10% more than I'd want parading around festival grounds, if my name were Heineken.
Then there's the flip side. You can give credit to Shiner Beer and McGarrah Jessee for orchestrating a stunt that initially feels like a David vs. Goliath battle, which I'm sure took Heineken by surprise.
To me it still feels that Shiner comes off as the sore loser for not having the resources to serve as a legitimate sponsor.