Most of Leinenkugel’s audience’s summer daytime wasn’t spent outside, but instead in an office. We had an opportunity to lean into a cultural tension point, and carve out a day-part that no other beer brand owned. We needed to give beer drinkers an open permission slip to leave work a little early on Friday and take advantage of summer. So, we positioned ourselves as the beer of choice for summer daytime drinking by claiming Summer Fridays as our own. The campaign included Facebook, Twitter and Instagram content, a branded badge on the beer app Untappd, and a local activation in Chicago (even former Leinenkugel’s president Jake Leinenkugel came out of retirement to help us launch the effort!)—spurring thousands of fans to leave work early, share a Summer Shandy, and post content of their own using #LeinieFriday.