01.-
Context
Challenge
With the market for beer, hard ciders and hard seltzers continually growing, A-B came to us for a short-term strategy to consolidate its multiple brand loyalty programs into one cohesive platform. When we reconsidered the challenge, we realized we had an opportunity to make A-B famous for becoming the leader in customer connections through an innovative, long-term loyalty experience. How could we make consumers loyal to A-B brand beverages for life?
02.-
Idea
Great beers, great friends, great rewards.
If we want to win consumers, we need to make enjoying A-B beverages fun, social and rewarding. This first-of-its-kind network is built around connections. Whether it’s a Bud with dad on your 21st birthday, a Stella on your first date or a Goose Island with coworkers to celebrate a promotion, these are the moments that bring us together—and they should be shared and rewarded. And while points are certainly part of the program, the value proposition around connections allows us to build a much more integrated, engaging social experience.
02.-
Results
Creating a brand and loyalty experience
I created a new brand while simultaneously developing a loyalty program that lives on two digital platforms, web application and native app. The brand needed to have enough of a presence to be recognizable while being flexible enough to support each brands content. The UX design needed to be human centric while learning key insights into each user to create a custom experience and serve up content for everyone based on their tastes and interests.
