Expanding On-Site Reach

Duke Cannon challenged The Brand Amp to extend the impact of its University of Minnesota Big Ass Keg of Soap activation beyond the campus event. The challenge was to capture the scale and humor of the activation and extend to social channels in a way that didn’t feel overly branded or staged. To succeed, the content had to feel authentic to campus culture and translate an in-person spectacle into entertaining, shareable social moments. The Brand Amp secured well-known Gen Z macro creator Chris Stocks and his man-on-the-street style to capture authentic, behind-the-scenes moments from the activation and bring them to life across social via a brand channel takeover and series of Instagram collab posts and TikToks. Stocks’ signature challenges and humor naturally showcased Duke Cannon Midnight Swim THICK Body Wash as a hardworking essential for college guys. To further amplify reach and credibility, we paired the activation with a media tour featuring notable University of Minnesota alum, Eric Decker.