Hansa Pilsener
Special Ingredients
Trended globally on Twitter and sourced
original engaging content for social and apparel
Hansa Pilsener + Springleap
Hansa Pilsener - one of the most celebrated beers
in the world - brewed with the kiss of the Saaz
hop - wanted to source a branded t-shirt design
stylish enough for a consumer to wear out on the
town on a Friday night.
The mission - engage the Springleap community
to showcase the “special ingredient” that would
blow Hansa fans away.
“The only difficulty we faced in dealing with
Springleap was deciding which of the great
designs was my favorite!”
- Jonathan Chipps, Hansa Senior Account Manager
No. of Entries
In the space of 8 weeks, Springleap sourced 98
approved designs for Hansa Pilsener. Instead of 1,
Hansa Pilsener bought 7 designs.
Reach
The contest was popularised on radio, social, news and
blogger channels resulting in a huge reach that still
results in fans seeding the contest today!
Fan Engagement
Via carefully constructed campaigns on radio, social
and other channels Springleap helped Hansa trend on
Twitter and create lasting fan engagement.
HOW IT HAPPENED
Within one week from contact, all materials were submitted and
approved - launching the contest quickly and efficiently.
Seeding
Springleap seeded the contest to bloggers, 13,000 designers & the
Springleap community.
Submissions
Over the course of the following weeks, Springleap received over 90
designs from all over the globe, showcasing a wide variety of styles.
Designers hailed from New York, Malaysia, Peru, South Africa,
Indonesia, UK, Europe and more!
Approval
Designer submissions were screened to ensure design quality,
approriate imagery, tone and branding.
Designers Seed
The designers were incentivised to rally their friends’ votes for their
designs in order to make it to the top 15 designers which the judging
panel chose from.
Voting
Voting went live after the first week and overlapped with the
submission period. Hansa Pilsener also ran a secondary vote process on the
top 10 designs via Facebook.
Production
Hansa originally intended to produce 50,000 tees. Due to the
overwhelming demand, they purchased more designs and produced a
total of 140,000 tees!
