What it is:
A multifaceted partnership using Pinterest to inspire Kentucky Derby watch parties, while positioning Blue Moon as the official craft beer of Derby Day.

Why it mattered:
Blue Moon needed to stand out as the only beer worthy of Derby Day occasions — elevating its brand from everyday to “special enough for the grandstands.”

What I did:
Concepted and directed a Pinterest-based content campaign delivering curated food, fashion, and party-planning inspiration for shoppers. Simultaneously built on-premise activation kits for bars, including collectible glassware, Derby-themed apparel for staff, and an old-school tabletop slot racing game to amp up engagement.

What happened:
Drove brand relevance for Derby Day, engaged new audiences via Pinterest, and created memorable on-premise experiences that helped Blue Moon own the occasion.