BLUE PLUM FESTIVAL

Consumers in the Tri-Cities area of East Tennessee had the opportunity to text-to-win a Yuengling 180th Anniversary Limited Edition Martin Guitar. The program included a radio campaign with local rock station, WRZK 95.5 The Hog; which instructed consumers to go to their local retailers to obtain the program ‘keyword’ and send in a text for the chance to win this amazing guitar. 95 semi-finalists were pulled from the pool of entries and were instructed to be at the 10th Annual Blue Plum Festival in Johnson City on Saturday, June 6th for a chance to win the guitar.

For the second year in a row, Yuengling was the title sponsor of the Blue Plum Festival and, once again, numerous barrels of Yuengling were consumed during the two day festival. On Saturday night right before the final set by festival head-liners, Acoustic Syndicate; the winner’s name was drawn on the main stage. The lucky winner, Ron Steward was asked to come up on stage and was awarded the Yuengling 180th Anniversary Martin Guitar. When asked if he played guitar, Ron replied “I love music and I have wanted to learn to play guitar my whole life. I guess now I have to!” The program was a great success and created a lot of buzz about the Yuengling Brewing Company and the Martin Guitar promotion in this up and coming market. Thank you to WRKZ and everyone that made this promotion a success.

Above: Luck Winner Ron Steward is awarded his guitar on the main stage at the Blue Plum Festival.

Above: From Left to Right: WRZK DJ - Dan Christopher, Director of the Blue Plum - Dianna Cantler, Yuengling District Manager - Chris Russell, The Yuengling Promo Girls - Abby & Kristen, Guitar Winner - Ron Steward, Holson Distributing Director of Sales - Mike Hubbard