“There are few events as synonymous with 'premium' as the Kentucky Derby®, and this year marks the first of Blue Moon’s three year partnership as The Official Craft Beer of the Kentucky Derby®. We know that our core 25- to 35-year-old drinkers are celebrating this event with themed parties at home and in bars across the country. Blue Moon’s Derby-themed Pinterest content is a great complement to enjoying the perfect beer during this occasion.”
During the Kentucky Derby®, people often come to Pinterest to look for help throwing a Derby Day-themed party. Since Blue Moon is often enjoyed with a meal, Blue Moon realised that they could capture the attention of Pinners with food and drink ideas. They created a series of Pins that show ways to make Derby Day more delicious. With recipes for everything from a signature 'Sweet Kentucky Moon' cocktail to brie, honey and prosciutto toast, Blue Moon is tapping into a huge market on Pinterest, where 70 million Pinners are actively engaging with food and beverage content.2
But of course, Kentucky Derby® parties aren’t just about the food, they’re about the fashion, too. To reach even more Pinners, the Blue Moon team also created ads with fashion tips. For instance, in a stop-motion Video Pin, they show different ways to tie a *Blue Moon branded scarf to help people step up their Derby Day style.
Check it out!
55% of food and beverage Pinners have used Pinterest in store while shopping for these products3, so to develop a fully cohesive campaign,3 Blue Moon also developed Pincodes to bridge in-store displays with online creative, making it even easier for shoppers to get inspiration. These QR code-like Pincodes will be featured in retail stores across the US, and will drive shoppers to Blue Moon’s Kentucky Derby® inspiration board.
'Pinterest is a go-to destination for cultural events like the Kentucky Derby®, and we’re excited to be the first beer brand to launch a national Pincodes programme', said Hitch. 'Pincodes are just one example of the new ways that we’ll reach consumers so that Blue Moon is top of mind during these important moments.'
– Chris Millichap, saving to designspiration
1Belgian-style wheat ale
2Pinterest Ads Manager, US, Oct 2018
3GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018