Using built-in motion sensors, a vibration system and LED lights, the Sam Adams Insulated Pacing Apparatus (I.P.A.) we designed and created was a high-tech beer cooling and counting device that prompted drinkers to switch to a “pacer” beer after every second beer. We also supplied BTS content of the making of for the client to use in the campaign video. The device made its debut during March Madness along with their new Just The Haze non-alcoholic IPA.