{"id":4237,"date":"2014-04-22T16:23:06","date_gmt":"2014-04-22T16:23:06","guid":{"rendered":"http:\/\/thepowertoprovoke.com\/the-blog\/?p=4237"},"modified":"2014-04-22T16:23:06","modified_gmt":"2014-04-22T16:23:06","slug":"reddit-case-study-new-belgium-brewings-snapshot-wheat","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2014\/04\/reddit-case-study-new-belgium-brewings-snapshot-wheat\/","title":{"rendered":"Reddit Case Study: New Belgium Brewing’s Snapshot Wheat"},"content":{"rendered":"

This reddit case study post focuses on New Belgium Brewing’s Snapshot Wheat campaign, which complimented the intelligence of reddit and sparked an invite for New Belgium to do an AMA on r\/homebrewing<\/a>.<\/p>\n

Contents
\n<\/i>1. Snapshot Wheat
\n<\/i>2. Complimenting And Collaborating With Reddit
\n<\/i>3. New Belgium AMA<\/i><\/p>\n

 <\/p>\n

1. Snapshot Wheat<\/h2>\n

In early 2014, New Belgium Brewing released its Snapshot Wheat beer, which was accompanied by an interactive map<\/a> that users could be featured on by using the #SnapshotWheat hashtag on Twitter and Instagram. \"Screen<\/a><\/p>\n

 <\/p>\n

There are also themed weekly photo challenges (e.g. photos with your pet; photos of your happy place) on the #SnapChallenge hashtag, which gives users a chance to be featured on the New Belgium site and beer bottles.<\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

2. Complimenting And Collaborating With Reddit<\/h2>\n

Instead of asking reddit to submit photos to #SnapshotWheat and #SnapChallenge, New Belgium instead asked redditors<\/a> to help come up with topics for the weekly #SnapChallenge. This was a compliment to reddit\u2019s collective intelligence, in that New Belgium trusted the community to help craft their marketing campaign into something brand-relevant and engaging. In New Belgium\u2019s own words, \u201cWe don\u2019t need your help, be we certainly want it — because we like you, and you\u2019re smart, and that Lil\u2019 Jon AMA was awesome.\u201d (That last part refers to a very silly AMA with the rapper Lil\u2019 Jon<\/a> in February.)<\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

The comments from redditors were overall positive and relevant, and New Belgium\u2019s community manager Nic responded to many submissions, and even tried to help users improve their submitted photo challenge ideas.<\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

New Belgium\u2019s community manager Nic liked one idea so much that he instantly made it that week\u2019s challenge: \u201cI love this idea. How about we make it the snap challenge this week? Gimme 15 minutes and we\u2019ll have it live at newbelgium.com\/snapshotwheat.\u201d \"Screen<\/a><\/p>\n

 <\/p>\n

3. New Belgium AMA<\/h2>\n

The conversation also sparked an invite for New Belgium to do an AMA on the Homebrewing subreddit, which is a sign that the reddit community valued New Belgium’s promoted\u00a0presence enough to request them to partake in an organic, community-generated reddit experience.<\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

The AMA occurred on 4\/8\/14<\/a> and was extremely positively received, generating a 90% approval rating (meaning a 9:1 upvote to downvote ratio). It featured one of New Belgium’s head brewers, Andy Mitchell, in addition to their community manager Nic.<\/p>\n

\"Screen<\/a><\/p>\n

Related Posts:<\/p>\n