BALDWIN&

Ponysaurus

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Tweet cheer, get a free beer

With all the political angst spreading through North Carolina, how can a brewery do its part to make things more cheerful during the holidays and promote a holiday brew at the same time?

The answer was simple. Tweet cheerfully and get a free taste of the Ponysaurus Holiday Mystery Beer. Tweet naughty things and you’re out of luck. With the help of some very nerdy friends and a few pilfered beers, we figured out how to hook a tap up to Twitter, and how to make that tap only serve beer when the ‘niceness quotient’ of tweets originating from Durham, NC, was greater than 50%.

 
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THE RESULTS

37% increase in positive tweets over the same period the previous year

Over a million tweets processed

94% deemed “cheerful”