Surly Darkness Day

The biggest event of the year for Surly Brewing Co. is Darkness Day. What started as a beer release event in a quaint industrial park at Surly’s original Brooklyn Center brewery, became a party that attracted thousands from across the country and overgrew its venue. Our challenge was to announce the change in venue and overcome the perception that the event was “selling out.” I then launched the most integrated campaign in the history of the company, using an extensive social media plan, print ads, digital display, paid social, search, email blasts, videos, sponsored third-party content, a new website, and rebranded the festival with a new identity to use for years to come. The result was the biggest Darkness Day ever.

SurlyDarknessDay.com launched in late August 2018.

Screen Shot 2018-11-25 at 7.16.13 PMScreen Shot 2018-11-25 at 7.16.32 PMScreen Shot 2018-11-25 at 7.16.59 PMScreen Shot 2018-11-25 at 7.17.26 PMScreen Shot 2018-11-25 at 7.17.48 PMScreen Shot 2018-11-25 at 7.18.02 PM

Digital display ads:

screen shot 2019-01-15 at 11.18.43 am

Print ads:

screen shot 2019-01-15 at 11.19.25 am

screen shot 2019-01-15 at 11.19.35 am

Social media posts:

Screen Shot 2018-11-25 at 7.47.51 PMScreen Shot 2018-11-25 at 7.46.25 PMScreen Shot 2018-11-25 at 7.46.09 PMScreen Shot 2018-11-25 at 7.46.54 PMScreen Shot 2018-11-25 at 7.50.18 PMScreen Shot 2018-11-25 at 7.50.06 PM

Sponsored content:

Screen Shot 2018-11-25 at 7.53.01 PMScreen Shot 2018-11-25 at 7.53.28 PM

Paid email blast:

screen shot 2019-01-15 at 11.18.57 am

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s