Lion - Hahn

Hahn is the beer for social athletes; the type of people that take their health and fitness seriously, but still relaxed enough to have a few beers after a run or a game.

In the summer of 2023, Hahn created an in-person social basketball competition bringing the best of sport and pub-culture together. And as the comp suggests, they called it Half Court Half Pub. But the reality of bringing basketball to the pub and vice versa was a whole new ball game for us.

We needed to persuade basketball fanatics that Hahn was the beer for them and in turn sign up 48 teams to participate in the Half Court Half Pub challenge over three weekends. Plus, we had to entertain and delight before, during and after the event.

By delivering a digital experience that combined Hahn with basketball culture, and by creating experiences that linked to fashion and art, we credibly established the brand with a new audience of social basketballers.

We started by signing teams up with an innovative team code system which powered the entire personalised web and eDM journey.

Then we set about entertaining our audience. We created a series of films with three times NBA basketball legend, Luc Longley. We also partnered with brands heavily invested in youth culture like Sneaker Laundry who curated a pop-up sneaker cleaning booth at the event. And to keep Hahn in culture we had Kevin Gold on site and painting live. To keep them coming back we gave away original Kevin Green backboards every weekend. How good!

Our website and digital experience smashed previous Hahn records with a 37% increase over benchmark

We received far over our team sign-up target by 443%

Thousands of attendees across all three weekends of the event!