PBR Drink & Draw
- Brand
- PBR
- Year
- 2011
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- Installation
- Agency
- BEAM Interactive
Objective
Pabst Blue Ribbon wanted to pull people into specific participating bars and keep them there ordering drinks, using a reward that only paid off with an in-person visit and a chat with the bartender. A built-in Facebook share also gave the campaign a second life as word-of-mouth from guests' own posts.
Solution
A card in the bar prompts guests to pull out their phone and load drnkdrw.com. The site hands them a silly prompt and an unfinished sketch, and they finish it with a fingertip on the touchscreen. Once they submit their drawing, a 15-minute countdown starts, and they carry the screen straight to the bartender to trade it for a PBR or some merch. A VIEW tab lets them browse everyone else's drawings, and a share button pushes the finished piece to Facebook.
- 1
A sign at a participating bar tells the patron to open a website on their own phone, draw something, and show the result to the bartender.
- 2
The site loads to a welcome screen introducing PBR Drink & Draw, explaining the deal in one line — go to the right bars, draw things, get PBR stuff — behind a single "Get Started" button.
- 3
A bottom tab bar splits the experience into three sections: DRINK, DRAW, and VIEW, which the player switches between freely.
- 4
In DRAW, the player receives a comic drawing prompt (a sad out-of-work clown, a family crest, a hungry plant with teeth, favorite sneakers) over a textured canvas that already has part of the image sketched in, and finishes it by drawing with a finger using a simple toolbar of pencil, eraser, cancel, and submit.
- 5
Submitting locks in the finished drawing on a results screen with a 15-minute countdown timer, prompting the player to show it to the bartender before time runs out.
- 6
The drawing is shared to Facebook, and showing the completed image to the bartender within the time limit earns a free PBR or branded merchandise.
- 7
The VIEW tab shows a shared gallery grid of other players' submitted drawings, ranging from knights and rockets to family crests and carnivorous plants.
