Goose Island Beer Co. is a Chicago mainstay. And big Bears fans. But when kicker Cody Parkey “double-doinked” an “easy” 43-yard field goal, knocking the Bears out of the 2018 playoffs—and fans wanted to murder him—Goose, PR agency Praytell and CP+B boldly challenged Chicago: Think YOU can make a 43-yarder? Prove it at the Goose Island #FieldGoalChallenge. And it went...poorly.
Results: We drove 800+ media placements and 2 billion earned impressions in under a week from People to The New York Times to late-night show features, not to mention UGC videos that went viral showcasing just how hard a job Cody Parkey really had. The activation created empathy among Bears fans, and even more brand affinity for Goose Island.
Video #1: First, not wanting to be hypocrites, we at CP+B took the challenge. And, well, we crushed it.
Videos #2: The challenge itself at their brewery was covered by ESPN SportsCenter, Jim Rome, and more. Best of all, Goose donated $20k to Parkey’s fave charity: the Lurie Children’s Hospital.
And Video #3? Some guy named Jimmy Fallon talked about it on his show too.
