It is one thing to have a great idea and another thing to be nimble enough in order to act on it. Goose Island Beer gets kudos for having both.

Like other fans in the Windy City, the Chicago-based microbrewery lamented the Bears’ playoff loss on a missed field goal, but they stopped short of blaming the team. Instead, they invited “armchair kickers” – those who thought they could have made the field goal – to come to the brewery this weekend and give it a try.

Not only is the plan ingenious, but so was the way they promoted it on social media:

 “A lot of armchair kickers on here [Twitter] are saying that they could hit that field goal, which we find DOUBTFUL. You’re gonna sit there on your throne of potato chips and vape pens and criticize this dude’s athleticism? GET REAL.”

“So you know what we’re going to do? Build a dang field goal post in the middle of the street outside of our brewery, and all you pro athletes can come out and prove us wrong…Hit the 43 yard field goal and you’ll win beer for a year and eternal glory.”

Obviously, no one knew that the Bears game would pivot on a final field goal attempt so none of this was planned in advance. Yet, within 24 hours, Goose Island had crafted Tweets that spoke the language of its target audience, developed a crazy publicity stunt that is sure to draw crowds and attention to its brewery, and shared it all with the world.

Maybe the final kick in the game was a miss, but the response of Goose Island is a definite score. Is your marketing team as fluid and audience-aware as the brewery? “Eternal glory” awaits to those who are.

Thanks, Mike!

I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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