HALLERTAU, J.WALTER THOMPSON, DIGITAL PRODUCER, DESIGNER, DEVELOPER
The craft beer market in New Zealand is packed with variety. Everyone’s an aficionado. Moreover, they all like to show they know their stuff.
We thought: let’s get them to prove their beer geek knowledge in a carnival style lucky dip.
Patrons dip their hand into barrel to pull out a beer or purchase a 6 pack to share. Each beer has a unique number. Then on their mobile phone or desktop they tell the mystic beer bot SheRa what style of beer they think it is: a lager, pilsner, pale ale etc. Get it wrong and get hassled by beer bot SheRa, get it right and win vouchers to go to Hallertau Brewery, and craft beer kudos across social media.
Hallertau wanted a way of getting people to try a variety of their beers and to learn about the taste notes and flavours they were experiencing. With a 6 pack of bottles all labeled the same and each with a single code to input to the Ask Shera website. People could test their knowledge and work out what they were drinking by messaging the quick-witted beer knowledge Queen Shera.
Head of Design