Pabst Blue Ribbon PBR - Easter Kegg Hunt
The PBR Easter Kegg Hunt was a unique adult scavenger hunt organized by Pabst Blue Ribbon during Easter 2022. The event took place across several U.S. cities, where participants searched for pastel-painted kegs hidden in public areas. Winners walked away with these festive kegs and a $150 gift card to fill them with PBR beer.
What made this campaign stand out was its blending of childhood nostalgia with adult fun. PBR transformed the Easter tradition, giving participants a chance to relive the thrill of scavenger hunts but with a grown-up twist — finding keg-sized "eggs." This combination of humor, nostalgia, and reward drove widespread participation and viral attention
Core Theme of the Campaign -
The highlight of this campaign was the nostalgic twist of turning the traditional Easter egg hunt into a keg hunt for adults. By creatively branding the kegs and leveraging social media clues, PBR added a playful, interactive element that connected with its fan base while encouraging real-world engagement
The target audience was primarily adults aged 21 and over, especially those who appreciate craft beer, enjoy quirky experiences, and are active on social media. The campaign was aimed at PBR fans who love a mix of fun and tradition with a rebellious, DIY spirit.
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About the
Campaign -
The Easter Kegg Hunt by PBR was all about bringing adults into the fun of a scavenger hunt, only this time, instead of Easter eggs, people were looking for decorative kegs.
The campaign was hosted in cities like Portland, Philadelphia, Milwaukee, and Tampa, and anyone 21+ could join for free.
To keep the excitement alive, PBR posted clues on their social media, guiding participants to find the hidden kegs.
Winners got to keep the pastel-painted keg, perfect for home decor, and a $150 gift card to fill it with more PBR beer!
The event stirred up some friendly competition, with some close calls and humorous encounters, like people showing up too early and competing over kegs.
In a clever marketing twist, the winners were also featured on PBR's social media, making them feel like part of the brand.
The campaign played on nostalgia, letting adults revisit childhood memories in a cheeky, beer-themed way, adding to the brand’s quirky identity.
It created a sense of community and fun for beer enthusiasts, making it more than just a brand promotion but an engaging event people talked about
