Every year, towards the end of summer, Gilly’s Craft Beer & Wine in Rockville, MD, hosts a fundraiser for the Foundation Fighting Blindness’ Vision Walk. This year, they decided to couple their fundraiser with their ninth anniversary party and take the festivities outside! Gilly’s partnered with their favorite local breweries and started to put the plan together for an end-of-summer bash. The event would be “beer-festival” style, with six local breweries providing beer, a wine tasting inside, plenty of raffle prizes to win, a DJ, games, food and 10% of proceeds going to the Foundation Fighting Blindness. The only thing they were missing from the event was a name and a promotional strategy.

That’s where we came in.

Gilly’s wanted the name of the event to be something “sticky”, something that could potentially be the first of an annual summer event! After meeting with GM Matt Splain (over a few craft beers and delish sandwiches), we left inspired. The next day, we stormed some brains and came up with a name and social media strategy.

We named the event CeleBREW, inspired by all of the awesomeness the event was celebrating: local beer, summer, food, wine, friends, music, charity, prizes, etc. – but especially the beer!

We designed a poster to promote the event, and created an animated version of the poster for social – some of the partners even hung up the poster in their breweries to help create buzz.

We started with “trivia-style” posts, teasing out all six breweries that would be at Gilly’s for CeleBREW.




Once we announced all of the breweries, we released another content series outlining all of the reasons to CeleBREW with us!

On the day of the event, MTC was providing live updates via Instagram stories and live videos (Facebook + Instagram), and followed up the event a few days later with a photo album.


The event was a huge success and the folks at Gilly’s were very happy with the results. They plan to do more Gilly’s CeleBREWs in the future, possibly even bi-annually!


Tickets: 229 attendees – 95 preregistered, 134 tickets sold at the door

Money Raised: $750 from day-of sales, $1,024 raised from raffle!

RSVPs: 280 interested in Facebook event

Facebook Reach: 4K+


Make sure to follow them on Facebook to know when their next event is. Better yet, do yourself a favor and go see them for a beer and a sandwich one day after work.