During the month of August, participants will post a photo or video to Instagram in a “toast post” about their favorite Virginia beer, brewery or craft beer experience using the hashtags #VAcraftbeer and #LOVEVA, then “pass the mic” by tagging a friend to do the same.
All participants will be entered to win weekly drawings for Virginia is for Craft Beer Lovers swag, and the two breweries who are most engaged in this promotion will win a giant Virginia is for Craft Beer Lovers neon sign.
How to Promote to Consumers
Consumer Message:
Toast to Virginia – August Craft Beer Month Promotion
August is Virginia Craft Beer Month and we want to toast to all the amazing breweries in Virginia! Post a video or picture of a “toast” to your favorite Virginia beer or brewery using #ToastVA, then pass the (virtual) mic by tagging a friend and inviting them to do the same! Weekly winners with the best ‘Toast to Virginia’ will be chosen throughout August to win some sweet Virginia is for Craft Beer Lovers swag.
What’s A Toast? It’s an open interpretation, but stirring salutes, songs, tributes and pint pics are all options. Photos, gifs, videos and Boomerangs are welcome. Follow #ToastVA and #VACraftBeer on Instagram for a few ideas.
Breweries:
- Kick it off with your own toast and pass the mic to another Virginia brewery.
- Download and print contest flyers to display on site.
- Download an Insta-story template to use in August on Instagram
- Share the contest video on your social channels and web sites.
Other tools:
Virginia is for Craft Beer Lovers Toolkit
DMOs:
- Work with your local breweries to get the word out for August Craft Beer Month and urge them to participate in the contest.
- Support local! Host your next networking event or industry happy hour at a local brewery and encourage attendees to create some “toast posts” on site!
- Share the contest video on your social channels and web sites.
Other tools:
Virginia is for Craft Beer Lovers Toolkit
VTC will promote the contest through blog posts, earned media outreach, paid advertising and our own social channels, with a weekly Instagram post and story about the contest and a weekly #regram of the winning consumer’s “toast post.” Tune in to www.instagram.com/visitvirginia to follow along!
