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Community Creations
Making traditional OOH a social experience

Blue Moon started as a grassroots brand, and our advertising had always reflected a grassroots strategy. Once the brand met a threshold of distribution across the US, distributors and regional marketing teams pushed for bigger ad spend to support their local markets. We didn't want to just pop up some billboards, we wanted to ensure that the boards were done in a "Artfully Crafted" way that was true to the brand.

 

So, we turned out-of-home advertising into experiential and sampling opportunities. Folks at beer and wine festivals were able to taste some beer and paint a mural. Then we turned those murals into billboards that were placed in their communities.

 

The campaign took the medium of a billboard, usually a blight on a landscape, and built it into something that the community was proud of. They wanted to share the story with their friends, so from one billboard, we got a full 360 campaign, including earned social media, PR, and word-of-mouth.

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