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.
Digital display ads:
Social media posts:
Paid email blast: