north storms shift cowboy

As the Digital Content + Social Media Manager at North, I was responsible for curating and executing a  campaign for the launch of Storms Shift Cowboy. This beer name was a play on the What3Words location for the brewery.

The launch post was a video I created to spark excitement and curiosity, encouraging people to guess the meaning behind the cryptic name. The somewhat bizarre video leaned into the mystery of the name, featuring clips of storms and old western films to build intrigue and anticipation. It was designed as a playful and engaging tool to captivate the audience's attention and get them talking.

The follow-up post built on the name's mystery, linking it to the brewery. The video showed a match cut of the poster in different spots around the brewery, reinforcing the connection and maintaining intrigue. Anyone who guessed the name’s meaning would win a free schooner of the beer upon launch, encouraging engagement.

The 'big reveal' used the Google Earth zoom trend to pinpoint the brewery, building suspense before I explained the meaning of the name. This visually tied everything together.