We developed a multi-platform, integrated campaign comprised of on-air radio commercials with the classic rock station 96.5 WCMF, social media, direct-to-consumer emails, and on-air giveaways. The campaign kicked off with the Sweet Sipsteen contest, created to align people’s passion for beer with NCAA brackets. The client brought the competing beers down to the studios for each matchup. 96.5 WCMF listeners and online visitors voted on which beers would advance until we crowned the champion. The winner received an AJ’s Beer Warehouse gift card and merchandise.