Invasion of geese

Medal Won

• 🥈 SILVER – Best Experiential / Out of Home

Campaign Overview

Goose Island was known in Argentina primarily for its IPA variety, a beer with a high bitterness index that appealed to a niche audience. To expand its reach, the brand introduced a new Lager positioned as a premium product to compete with market leaders like Stella Artois and Heineken. The challenge was to stand out in a saturated market while generating awareness and trial for the new Lager.

The campaign, Invasion of Geese, used Goose Island’s iconic geese as the centerpiece of a playful, attention-grabbing activation. By “invading” Argentina with human geese migrating from Chicago, the campaign created intrigue and drove engagement, connecting the product launch to a memorable experience.

Creative Concept

The campaign leaned into humor and absurdity:

• Unbranded Phase: Human geese appeared in parks, monuments, and high-traffic areas across Argentina, performing pranks and interacting with the public to spark curiosity.
• Reveal Phase: Once the geese became “media famous,” the campaign revealed their purpose: announcing the launch of Goose Island Lager.
• Amplification: Influencers and creators amplified the campaign on social media, generating organic conversations and shares.

Execution Strategy

1. Immersive Activation: Used costumed “human geese” to create physical presence and curiosity in public spaces.
2. Social Media Engagement: Leveraged influencers and user-generated content to broaden the campaign’s reach.
3. Two-Stage Rollout: Captured attention with unbranded content before transitioning to the product reveal.

Impact and Results

The campaign exceeded expectations:

• Sales reached 11.97 KHl, more than doubling the target of 5.95 KHl.
• Awareness grew to an average of 45.6 points, peaking at 51 points in March.
• 36 million impressions across social media.
• 550% increase in Instagram visits and 5 million reach via influencers.
• Organic trending of the hashtag #Gansos (geese) on social platforms.

Why It Worked

By using absurdity and humor to spark curiosity, Invasion of Geese captured public attention in a crowded market. The innovative use of unbranded activations combined with a strategic reveal maximized impact, successfully positioning Goose Island Lager as a playful yet premium product in Argentina’s beer landscape.