With so many craft beers and exciting flavors on the market, standing out at the tap is a challenge. So instead of just talking about their IPAs, Goose Island and The Weather Company told a story, with a multi-faceted, customized content experience.

Journey of the Hop told the compelling story of the Goose Island hop farm in Elk Mountain, Idaho using stunning video, feature articles, promoted posts on social media and dynamic, native ads. One ad unit pulled in real time weather conditions from the farm and updated viewers on the progress of the hops being grown.

Given the importance weather plays in growing hops, this story not only resonated with the audience, it helped Goose Island IPA take potential drinkers on a fascinating journey that appealed to their curiosity. And the results were definitely worthy of a toast.