Lord Chesterfield was made famous by the publishing of his letters of advice to his son. From this came an insight into the culture and lifestyle of 18th Century life. It is still a mystery as to how he came to embody Yuengling Brewery's oldest ale.

The strategy of this campaign is to tap into the existing market by creating a "members only" society to gather, share and explore everything that surrounds a culture who enjoys Yuengling Lord Chesterfield Ale. The ale is the oldest and longest-running recipe in the U.S. The campaign began by creating an online personality through Facebook which continues on as an independent microsite that also is a social network of its own. We followed up with a print campaign surrounding Philadelphia's Beer Week event, announcing the arrival of Lord Chesterfield himself to local pubs on certain dates throughout the week. Microsoft tag readers were included in the print ads that led directly to the Chesterfield Society's home page where embibers of the ale could sign up, post their own images and comments, as well as recruit friends to the Society. Prizes are given for "most loyal followers" throughout the year. Photos were taken and uploaded in real time during the week-long event. Coasters, emblems and bumper stickers were created as giveaways at the each venue. The "Chetty" drinkers turned out in droves to meet the Lord and to ask him advice on a variety of subjects; most of which would deal with the hazards of everyday life. Some, who have never tasted the ale, tried it and, with such uncommon immediacy, declared it a worthy libation and cemented their loyalty to the brand. Many pubs have since ordered more kegs of Lord Chesterfield Ale, and several establishments have decided, for the very first time, to make room for the ale on their coveted tap line.

Our client relationship with Yuengling Brewery is an experimental "pay for performance" model, meaning that for every extra case or keg sold over the previous year's total, there is a percentage paid to the agency.

So far, a successful experiment. Cheers.