An off-grid campaign turned into a full-scale flavor conspiracy - this is how 65 Mile Road Trip escaped Earth’s orbit.
65 Mile Road Trip is a beer with a story, and we built the visual world to match. Inspired by long drives, late nights, and the feeling of maybe-not-coming-back, the label features a UFO abducting the family station wagon on a forgotten stretch of road. Our goal? Build a campaign to boost engagement, blow up foot traffic, and generate buzz with a can label that people would want to steal off the shelves, all without spending a cent on ads.
From the jump, this was never just about a label, it was a full-blown creative operation. What started in a dusty backroom brainstorm quickly evolved into a multi-phase urban marketing campaign, engineered to abduct attention across Buffalo and beyond.
Born from real stories of Appalachian UFO sightings and brewer folklore, the label became an artifact—mysterious, nostalgic, and unmistakable.
Timed drops, local collabs, and guerrilla-style promos acted like classified breadcrumbs turning gas stations and bottle shops into brand touchpoints. QR codes led to cryptic influencer collabs, microsites, and mock “leaked footage.”
Cinematic edits, alien-core memes and posts that teased the launch with just the right amount of “what the hell is this?” energy. All capped by press conference-style content that pulled fans deeper into the mythos.
Killer swag turned this limited-edition beer drop into a shared cultural event.
- Urban marketing with QR activations in high-traffic zones
- Influencer mini-campaigns disguised as “leaks” and UFO sightings
- “Press Reveal” video announcing the beer drop like a classified NATO briefing
- Branded landing pages with giveaways, pre-order options, and newsletter signups
- Merch drop to turn drinkers into brand loyalists
No paid ads. Just smart strategy, cult aesthetics, and a six-pack that came from space.
| Metric | Pre-Campaign | Post-Campaign | Growth |
|---|---|---|---|
| Facebook Followers | 11,743 | 13,283 | +13% |
| Facebook Reach | 6,267 | 9,678 | +54% |
| Instagram Followers | 7,421 | 7,737 | +4% |
| Instagram Reach | 1,486 | 2,027 | +36% |
| Newsletter Subs | 3,892 | 4,470 | +14% |
Website traffic jumped 86% across the campaign lifecycle. Everything was earned. Zero media spend. Maximum cultural footprint.
