Brewery Offers Virtual Staycation Via Offline Soundtrack
Brands across industries are embracing the escapist, remote engagement tactics we detail in The Virtual Travel Boom to appeal to homebound consumers. The newest entrant comes from London’s Beavertown Brewery, which is celebrating the launch of its Staycation IPA with a tropical-themed soundtrack that’s only accessible when your phone’s in flight mode.
While the product’s name is a shrewd nod to the local travel boom we describe in Reimagining The Staycation, the soundtrack itself slyly nudges people toward a vacation mindset, no matter their location. Consumers who have purchased the beer can access the soundtrack microsite by scanning a QR code on the can. Once the user turns on flight mode, the tropical noises start.
It’s a simple gesture, and one that highlights the potentially negative mental health effects of skyrocketing screen time that’s occurring as consumers stay indoors – see Social-Distancing Strategies for more. By flipping the phone’s utility from connection to disconnection, Beavertown Brewery encourages consumers to tune out as they would on holiday.
The campaign also fosters a sense of occasion around drinking, which – as we explain in Wine Wins in Troubled Times – has stimulated off-premises sales. Providing a soundtrack rather than a pre-scheduled event means consumers can avoid video chat fatigue and have control over when they want to disconnect.
The focus on escapism and disconnection will remain a fertile vehicle for consumer/brand interaction as social spaces endure structural changes due to lingering distancing measures. As brands look to provide alternate routes to consumer interaction, travel-like experiences offer a powerful way to escape difficult situations and provide people with a moment of respite.