Getfused began working with Harpoon in 2006 with the initial deployment of harpoonbrewery.com followed by web deployments for friendofharpoon.com and shop.harpoonbrewery.com. In late 2012, Getfused launched the new harpoonbrewery.com which aimed to better represent the brand and engage audiences with their brand, festivals and of course, their beer.
After the launch of the new site, the question turned to finding the best way to promote and utilize this new web presence. To answer this question, Harpoon come to Getfused at the end of 2012 for a full digital marketing strategy that focused on creating an integrated digital strategy across web, email, social and mobile channels. This strategy focused on increasing conversion of Friend of Harpoon sign ups on the new website, consolidating web properties into a unified experience and the deployment of a mobile optimized site, considering a large increase in mobile usage due to increase social activity.
Once users entered the site, it was clear that one of the biggest things on their mind was beer. Getfused created Harpoon’s unique beer modal allowing users to explore Harpoon beers, carefully placed into their category groups. The goal here was to create a consistent page between categories like Harpoon, UFO, and 100 Barrel, while still pulling in the individual details, availability, tasting notes, and more about each beer. Our development team created careful logic that not only made these beer modals interactive and useful to users, but also indexable by the search engines, which is typically complicated when using modals.
Now that visitors had the opportunity to learn all about their favorite beer, allowing users to find that beer nearby was essential. Getfused created the beer finder tool within the Harpoon website that allows visitors to not only find Harpoon beer near their location, but specifically filter by type of location (bars vs stores) and the exact type of beer. The beer finder also has auto filtering based on a user’s location or beer page being viewed prior to landing on the beer finder. The beer finder required integration with their distribution software, including the translation of that data into information that brought value to users on the front end of the website.
Over the years leading up to their new website, Harpoon had grown in size, beer lines, and timely content. Their old site was packed to the brim with exciting things regarding Harpoon’s breweries, beers, events, festivals, and more, but the old site did little to organize or make any of that content easy for visitors to find. To kick off the deployment of a new website, our user experience (UX) team set off to create a completely new information architecture that met not only their current needs but allowed room for growth in the future. Our user centered design team then brought Harpoon’s vision to life visually by creating a site design that not only focused on beer but the Harpoon experience.