As part of its water protection campaign, Engineers Without Borders (EWB) will make marketing magic as it turns beer into money starting on World Water Day on March 22 and running until March 31.
Public Inc., a company that specializes in cause-related campaigns, created “World Beer Day” to support EWB’s water projects in Africa, which helps develop simple systems to monitor local water resources, ensuring existing water wells can be maintained and new wells can be created.
The heart of “World Beer Day’s” campaign is the idea that having fun and doing good for the world can work hand-in-hand. A newly created “Beer 2 Water” app on the EWB Facebook page allows you to play and win.
With a visitor’s first free play, $1 will be donated by hardware/software firm Digital Rapids to help fund EWB’s water and sanitation work in Malawi. A second play makes the visitor eligible to win a trip for two to Munich’s Oktoberfest. Players will also be encouraged to donate some of their own Oktoberfest “beer money,” which will earn them an additional chance to win the trip.
The app can also be accessed through EWB.ca/WorldBeerDay, which will redirect visitors to the Facebook page.
EWB has been working with Public Inc. for two years. “EWB was looking for more opportunities to engage their chapters – something interesting and fun that would speak to their student demographic,” said Adrian Bradbury, who leads strategy and partnerships at the firm.
“They wanted to create buzz outside of engineering circles, in which they’re extremely well known. They’ll be using posters to get the word out on campuses across the country. And we’ll be doing everything we can through Twitter and our own network to help turn this into a social phenomenon”.
Public collaborated with Monolith Interactive of Waterloo for the design of the app. Campaign design and the creative execution were done by Allen Ford Design of Ottawa.
