RollingRock.com - Small Town Gazette

This project was one of my claims to fame because of the breadth of content we were playing with on top of the inter-office partnership success with this program. It was a fully integrated program bring on-premise promotions, advertising, and digital efforts together to relaunch this iconic brand. The New York-based team that had been the core of Amster Yard collaborated with the St. Louis-based account and creative teams to develop “Born Small Town” for the newly acquired AB-Inbev brand Rolling Rock.

We activated the campaign through a music tour, online content, email, and local bar events featuring Bloodshot Records artists and a really relaxed vibe that resonated with Rolling Rock’s indie cred. As the Digital Creative Director for the Anheuser-Busch team, I oversaw the strategy, information architecture, design, and development of RollingRock.com. I worked with the talented folks at DriftLab to launch this site, breaking the mold for all other A-B websites at the time.

The Town Gazette was the digital manifestation of the brand in the online space. Every small town has news to share, and it’s usually a little off and entertaining. Our town loved music and had a lot to share with its residents.