What is Summerween?
Originating from an episode on Disney Channel’s Gravity Falls (2012), this cult-classic summer festivity has begun to take over social media, as users throw their Summerween celebrations complete with coffin-shaped ice cream sandwiches, watermelon jack-o’-lanterns, and spooky arts and crafts.
Although Summerween hasn’t officially appeared on calendars, its popularity is rising, with brands like Walmart and Michaels already tapping into this uncharted holiday.
Activation
As the heat gets more unbearable each year, people are desperate for somewhere to cool down, and what better refuge than a dark theater full of terrifying fun? With box office revenue up by over $1 billion this summer, it’s clear that movies are where people go to escape the heat.
Instead of roasting in the burning sun or blowing a fortune on an overpriced trip, sit back, relax, and enjoy a month of cult classic horror films, icy cold drinks, and spine-tingling scares.
Liquid Death will be creating mini horror shorts, featuring monsters trying to survive the monstrous summer. These ads will be initially created for YouTube and streaming services but will be converted for big-screen viewing.
Promotional Merchandise
Inspired by the rise of collectible movie buckets, this activation turns snacks into a shareable, must-have souvenir that extends the campaign beyond the theater. Providing Halloween lovers with a perfect Trick or Treating bucket in the coming months.
Social Media Outreach
To tap into the growing Summerween conversation on TikTok, we’ll adapt our ads into a vertical format to feel native to the platform and disrupt the feed. This will allow us to shake up the algorithm and reach niche horror audiences alongside influencer partnerships.
