We brought WOB's mission to life
by creating once-in-a-lifetime experiences.


drink it intern


To personify the brand's "Drink It In" tagline and create experiences to share with WOB customers and the world, the Drink It Intern Program was born.


The campaign sought to find three interns to drink great beer, travel around the country and overseas, and visit breweries, festivals and World of Beer taverns to create and share social content.




In an effort to find qualified candidates and secure user-generated content, candidates were invited to apply online with a one-minute interview detailing their skills, or at in-tavern events with interviews in front of an all-star panel of beer-lebrity judges.


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Calls for entries were distributed to trade media, amplified on social media, and
promoted through press releases. 


After sorting through 7,000 wild, wacky, and downright weird applications, we found our interns. And now, they're out and about in the world doing their thing.


At the end of the day:

The “Drink It Intern” program received 1.13 billion true earned impressions and 7,000 applications.