To end Shiner’s centennial with a bang, we threw a party complete with polka, food, free Shiner beer and fireworks. But the grand finale was a 100-bottle, bottle-rocket salute, which we captured on video and shared with fans across the country.
In less than two weeks and with no paid media support, 8,000 Shiner fans had shared the video on YouTube. It was also picked up by dozens of local and national websites.
Ultimately, the groundswell of support led Shiner to air its first multi-market TV spot, a :30 version of the 100-bottle salute aired during major Texas bowl games, Cowboys games and on ESPN.