Sol Beer will soon release a promotion in Europe involving a unique search engine that allows consumers to find small-time hotspots in their area more easily. Dubbed Sol Search, the activation champions the Espiritu Libre (free spirit) of the brand by highlighting choice small-time businesses “all over the world who are doing there own thing in their own way. We call these guys Local Heroes, and our drinkers find their stories icnredibly inspiring,” according to Dave Shoemack, Sol’s Global Manager. “It’s a way of connecting our drinkers with these local heroes and the places they have built—be it cafes, cinemas, or even a Shoreditch barber.”
The technical aspects of this service are anchored by an algorithmic approach created by Monocle Magazine that populates the 20 “perfect” results for that consumer’s respective search. The algorithm also pulls in fans’ Instagram photos from those hotspots, allowing fans to visually connect with their fellow underground city dwellers and, thus, build credibility behind the hotspot. By using an approach that their target consumer segment can easily relate with, Sol Beer is proving they can stick to their brand direction of commitment to tradition and local culture. Find more about this unique search engine marketing activation or learn where and when you can start doing some Sol Searching on your own.