Arizona Game and Fish Department 

Arizona Game & Fish Department, an entity in charge of protecting and conserving Arizona’s wildlife, launched a new and innovative public-private collaboration with Mother Road Brewery to broaden awareness of the department’s conserve and protect efforts through the design of custom can art for Mother Road’s new Conserve and Protect Kölsch ale.

Why did they come to Off Madison Ave?

The overarching goal of the Mother Road collaboration campaign was two-fold: a. sell Conserve and Protect Kölsch and b. raise donations via Conservation Memberships to support Arizona Game & Fish Dept’s on-the-ground work to protect over 800 species of Arizona wildlife.

How did Off Madison Ave tackle their challenge?

Off Madison Ave examined the media behaviors and interests of audiences who appreciate craft beers and overlayed that data with the behavioral profiles of audiences who supported Arizona’s wildlife. Then, we leveraged the PESO (paid, earned, shared, owned) model to develop and execute a fully integrated marketing launch campaign that drove awareness and sales of the beer and conservation membership packages.

What were the results?

Combined paid and earned efforts generated nearly 15 million impressions.

Sales of the Kölsch ale increased 30% YoY.

$15,000 was raised for conservation, plus a lifetime value of $45,000 in donations from the sale of Conservation Memberships.  

Learn more about Off Madison Ave

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