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Case Study, Experiential Marketing

Case Study: Pabst Blue Ribbon – Rock Paper Scissors Championship

Rock Paper Scissors Case Study

Project Goal

Pabst Blue Ribbon wished to create a signature experiential event that aligned with their core event focus – music, art and weird sports. With the local brand manager in transition they were seeking a turn-key service to create, manage and market the event.

Our Solution

The ultimate game of arbitrary sport – Rock Paper Scissors. The event featured 36 3-person teams competing in head-to-head tournament at a featured on-premise account. The concept was layered with numerous on-site activations including the wildly popular PBR Buckets. Fans (and losing contestants) could wager against each other in side-bets around the room. To add a comedic element, key hosts Dorgan and Milroy Muncie were contracted to host the event. To support the promotion, a media buy was placed on Do317.com to help drive interest and excitement. The event launched in 2016 and has attracted sellout crowds of contestants and fans. What began as a one-off event has evolved into a staple event on the Pabst promotional calendar. One that draws over 2 million earned media impressions.

UPDATE: “Best Party” Dewey Awarded For Rock Paper Scissors Event

The Dewey Awards are hosted by the DoStuff Network each year in Austin, TX.  DoStuff teams from around the country participate by submitting their top events, activations and engagements. Do317 took home the Dewey for “Best Event” with the 2017 Rock Paper Scissors Championship. Danielle Look (GM), Ryan Hutchinson (Business Development) and Aaron Hanke (Content Manager) were on hand to claim their prize.

Media Coverage

Photo Recap

Photo Credit: Joey Smith

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