Ahead of Father's Day this year, beer brand Busch got an entire town to participate in the creation of a highly targeted campaign to tell one family what to get dad as a gift.
The campaign is centered around Joe Gray, who is only interested in receiving beer for the special occasion. As such, Busch decorated the entire town with branded coffee sleeve cups, signs, banners and large-scale posters that spell out the only gift The Gray family should be purchasing for Father's Day—since the hard-to-miss hints are placed all over town.
Brands are turning to hyper-targeted marketing campaigns to communicate directly with an individual consumer rather than attempting to appeal to the masses. As well as helping to cement a brand's bond with a consumer, these kinds of campaigns also create highly memorable experiences.