Sleeman

All Aboard the Railside Tour

Sleeman is the third-largest brewer in Canada’s highly competitive beer industry. A brand steeped in history and rooted in craft brewing, Sleeman has built a dedicated fan base of sophisticated consumers.

The Challenge:

In 2016, Sleeman retained KWT Global to launch its latest beer, Railside Session Ale. The company challenged KWT Global to use this launch as an opportunity to engage a younger, more urban target and expand its visibility across the country.

The Strategy:

Our strategy was simple – encourage the target demographic to create and share content promoting the beer to generate awareness, build equity and drive trial.

The Execution:

We developed a suite of content and assets to support the launch of the beer, challenging fans to share via social channels to become brand representatives. Reps went on a tour of the country, coordinating bar visits, tastings, special giveaways, events and participation in local activities.

The Results:

The Sleeman Railside Tour is lauded as the brand’s most successful launch campaign to date, with 100+ applications,  more than 1 million promotional video views and the most visited page on the Sleeman site.

1.5MM

Social media impressions

13,000+

Railside page views

2.7MM

Organic social media impressions

5,000 km

Traveled by Sleeman Railside Reps, visiting 11 cities