When Guinness, one of the world’s most iconic and legendary brewing brands, decided to open its second US brewing facility and taproom in Chicago’s West Loop, the brand knew it needed to make a splash with local and national media. Working with long-time partner All Terrain, a Chicago-based experiential marketing agency, Mekky Media conducted strategic launch outreach and invited top-tier media and influencers to a VIP launch event for an exclusive taste of what the Guinness Open Gate Brewery Chicago would bring.
The VIP event proved to be an incredible success. High-profile influencers, including @chicagobeer, @maunaeats, @visuals.by.jack, @bestdatefood, @anthonymartorina, @sassyconfetti and @77flavorschi, alongside key members of Chicago media, including Lisa Fielding (WBBM-AM), Justin Kaufmann (Axios Chicago), Corey McPherrin (FOX 32), Tracy O’Brien (CBS 2) and Lisa Kosty (WSHE-FM), experienced the first look at OGB Chicago.
Earned media coverage was immense, with top print/online outlets including Forbes, Axios, Chicago Sun Times, Crain’s, Eater and the Chicago Tribune sharing the announcement with their audiences. On the broadcast side, OGB Chicago was featured on ABC, CBS, NBC WGN and FOX. In total, coverage earned over 3.5 billion impressions from the print/online side, and TV/radio coverage reached nearly one million viewers.