“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 25-35 year-old drinkers are celebrating this event with theme 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 realized they could capture Pinners’ attentions 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, 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 nation, 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 program,” said Hitch. “Pincodes is just one example of the new ways we’ll reach consumers so 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