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Partners:
Roles:
Consultation, Creative, Production, Marketing
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2018 ABP Roadshow Experience

Pabst enlisted IHC to reimagine and produce their Annual Budget Plan presentation roadshow

With a fresh new look and strategy for 2019, Pabst sought to find a more creative and engaging way to communicate the future of the brand to distributors nationwide. The result was a 13-city roadshow experience that brought the physical manifestation of Pabst present and future to life.

Narrative Development

IHC worked closely with Pabst to align on the overall messaging for the presentation. We were given the mission to “Break Through the Extraordinary.” We took time to consider what that meant for Pabst, what it meant for the category and what it means to distributors.

We wanted to tell a story that highlighted the important connection between distributor and consumer; To make them understand that this next generation has the same needs as any previous. These aren’t just their children or their grandchildren, these are people just like them who are seeking connection and camaraderie.

Conceptualization 

IHEARTCOMIX conceived a roadshow presentation that led distributors through a two-room, four-act experience, each meant to communicate Pabst’s past and lead them into the future of the category.

Starting with a dive bar entry, we wanted to give distributors one last look at this familiar setting before being transported via a Pabst cooler to a room that mirrored their target diverse and tech-savvy generation.

  • ACT I: The Entrance (Past)
  • ACT II: The Main Room (Present)
  • ACT III: The Presentation (The Future)
  • ACT IV: Tastings (The Connection)

 

Tour Planning: 13 cities, 2 teams

IHC developed a comprehensive travel schedule and staffing plan to ensure a successful tour. With little time between tour stops, we found that it was crucial not only to staff two production teams to make this experience possible, but also to fabricate two sets that could travel across the country.

 

 

 

 

 

 

 

In addition, IHC designed and custom built furniture and decorative items to be utilized on each tour stop.

Core duties included:

  • Staffing
  • Travel Booking
  • Trucking Coordination
  • Local PA Hire
  • Rentals
  • Tech and A/V

Presentation Design and Custom Content

IHC was responsible for developing the material provided by Pabst into fully functional seven screen presentations, different for each city for a total of 13 unique decks. Presentations included the provided decks, videos, side screen materials and speaker notes.

IHC wrote and produced original video content exclusively for the presentation. Shot over two days, the content was created with the purpose of putting attendees immediately in the mood upon entry into the main room and hint at the presentation to come.

 

Taking the Experience on the Road

The final phase was taking the show on the road. Once the project had been conceptualized, built and tested, the only thing left was to do it. Over the course of a month, two teams trekked across the USA bringing the Pabst Roadshow Presentation to distributors across the country.

Per City Tasks:

  • Travel Coordination
  • Set Production
  • Venue Layout
  • Presentation Updates
  • Theatre Moments
  • Local Staffing
  • Insurance

 

Partners:
Roles:
Consultation, Creative, Production, Marketing
Share

2018 ABP Roadshow Experience

Pabst enlisted IHC to reimagine and produce their Annual Budget Plan presentation roadshow

With a fresh new look and strategy for 2019, Pabst sought to find a more creative and engaging way to communicate the future of the brand to distributors nationwide. The result was a 13-city roadshow experience that brought the physical manifestation of Pabst present and future to life.

Narrative Development

IHC worked closely with Pabst to align on the overall messaging for the presentation. We were given the mission to “Break Through the Extraordinary.” We took time to consider what that meant for Pabst, what it meant for the category and what it means to distributors.

We wanted to tell a story that highlighted the important connection between distributor and consumer; To make them understand that this next generation has the same needs as any previous. These aren’t just their children or their grandchildren, these are people just like them who are seeking connection and camaraderie.

Conceptualization 

IHEARTCOMIX conceived a roadshow presentation that led distributors through a two-room, four-act experience, each meant to communicate Pabst’s past and lead them into the future of the category.

Starting with a dive bar entry, we wanted to give distributors one last look at this familiar setting before being transported via a Pabst cooler to a room that mirrored their target diverse and tech-savvy generation.

  • ACT I: The Entrance (Past)
  • ACT II: The Main Room (Present)
  • ACT III: The Presentation (The Future)
  • ACT IV: Tastings (The Connection)

 

Tour Planning: 13 cities, 2 teams

IHC developed a comprehensive travel schedule and staffing plan to ensure a successful tour. With little time between tour stops, we found that it was crucial not only to staff two production teams to make this experience possible, but also to fabricate two sets that could travel across the country.

 

 

 

 

 

 

 

In addition, IHC designed and custom built furniture and decorative items to be utilized on each tour stop.

Core duties included:

  • Staffing
  • Travel Booking
  • Trucking Coordination
  • Local PA Hire
  • Rentals
  • Tech and A/V

Presentation Design and Custom Content

IHC was responsible for developing the material provided by Pabst into fully functional seven screen presentations, different for each city for a total of 13 unique decks. Presentations included the provided decks, videos, side screen materials and speaker notes.

IHC wrote and produced original video content exclusively for the presentation. Shot over two days, the content was created with the purpose of putting attendees immediately in the mood upon entry into the main room and hint at the presentation to come.

 

Taking the Experience on the Road

The final phase was taking the show on the road. Once the project had been conceptualized, built and tested, the only thing left was to do it. Over the course of a month, two teams trekked across the USA bringing the Pabst Roadshow Presentation to distributors across the country.

Per City Tasks:

  • Travel Coordination
  • Set Production
  • Venue Layout
  • Presentation Updates
  • Theatre Moments
  • Local Staffing
  • Insurance