The Institute of Physics (IOP) is set to get people thinking about the physics behind beer in a campaign by nerv, set to be unveiled today with 50,000 beer mats.
The Campaign for Real Ale (CAMRA) is distributing the beer mats, which ask questions such as ‘Are the bubbles in your pint of stout rising or falling?’, with the aim of raising discussion.
Tony Jerome, CAMRA's head of marketing, said: "CAMRA is delighted to support the IOP’s beer mat initiative that helps consumers understand more about real ale in a fun and interesting way. We hope these beer mats will help to create discussion in pubs and encourage more people to give real ale a try."
Nerv was asked to create a fully responsive, mobile-first website for the campaign, which will feature answers to all the questions.
Mark Boston, art director at nerv, said: “As smartphones will be the major route to campaign engagement, it’s imperative we design a website which scales navigation and content to the user's device.
By giving users a seamless experience across platforms, from mobiles to tablets and desktops, we can encourage a greater level of public engagement, which will make the campaign sharable through social channels.”
Stephanie Elliot, communications officer at the IOP, said: “nerv have been on our radar for some time, and we are delighted to have them on board so we can deliver a digital experience which makes the campaign as engaging and accessible as possible.”