February is typically a quiet month, but long-established ale London Pride (@London_Pride) wanted to get Londoners into the pubs.
Dry January has become popular as a time when people recover from holiday indulgence by giving up drinking. But surely people need to recover from Dry January too. So why not give them something to raise a glass to? It was a perfect fit: February is a notoriously rainy month in London, with an average of only 11 dry days. @London_Pride saw an opportunity to make February into a positive thing for beer drinkers, offering them redeemable in-pub codes whenever it rained.
@London_Pride knew that its audience actively seeks out brands they feel are authentic and interesting, so the brand needed to show both its heritage and personality to win them over. Moreover, it wanted its campaign to feel connected to the city that @London_Pride has called home since 1845.
@London_Pride turned to Twitter, where it could combine the power of live social broadcast with a traditional London setting — and a lot of personality.
Using Periscope, @London_Pride broadcast live from the Monument, a London landmark, monitoring the weather in real time. When it rained, people could Tweet for their redeemable codes. Turning an old adage into the hashtag #WhenItRainsItPours conveyed both tradition and social media savvy, while memorably summing up the giveaway.
@London_Pride added a measure of nostalgia (jumpers and all) by teaming up with veteran weatherman Michael Fish, another bastion of Britishness.