Odell Brewing in Ft. Collins, CO, was adding Texas as the 11th state in their distribution footprint. With a small budget and just weeks until the beer would hit shelves and taps, we needed to get the buzz going. (Note: Beer pun entirely intended.) We created this "love song" to the good people of Texas and geo-targeted beer lovers on social. Like a good ol' beer bust, word spread quickly. Results: Within six months of launch, Texas became Odell's second-largest state for sales.