(Escondido, CA) – Stone Brewing may not have spent $3.5 million on a Super Bowl ad this year though the company got its money’s worth using social media.
On Friday, the individual running the Stone Brewing Facebook page sent out this status update:
MILLIONS of dollars will be spent this Sunday on fizzy yellow commercials that tell you how to think and what to drink. While you laugh along at the funny jokes, take mental note of how the focus is on anything but how depressing their “beer” tastes, and pat yourself on the back for righteously choosing to support independent craft breweries instead.
Few things rally the craft beer contingent more than anti-Big Beer statements and this one took off.
On Facebook, the status update got over 2,800 likes, 700 shares and 200 comments. To put that into perspective, Sierra Nevada’s Facebook announcement that it would be building in North Carolina got 825 likes, 250 shares and 115 comments.
The comment also scored big with the Reddit beer community where it grabbed over 1,500 points and nearly 300 comments. It was the most popular item ever shared with that community by far.
i am very happy to say, i was drinking stone ipa during the superbowl!! awsome!!!
I’d also suggest it’s virality (as facebook terms it) was limited to largely existing craft beer enthusiasts.
Not exactly Patrick, the friends of all those liking/sharing/commenting were hit with literally millions of impressions through their newsfeeds.
Stone has lost a lot of customers, including me, due to their support of some So Cal radical environmental groups.
Hey @CB I would like to see you please quantify the impressions as millions. To begin with, what quantifies as an impression on facebook is dubious at best, and moreover, via lots of research I’ve done for brands on the platform, the average frequency for a each uniquely reached user is extraordinarily high. The more niche the page, the higher average frequency gets. So I’d hate to disappoint you but that post did not generate even several thousand unique impressions, let alone millions. Moreover, the thing to look at would be impact on Stone’s page, did it generate a rise in their base in any significant way, none that I can tell. If they generated millions of impressions to new eyeballs it would stand to reason that their page would have had significant growth. Trying to obtain that number but not sure if they are tracked by allfacebook.com currently.