Use social media to extend welcome mat
Detroiters wanted the perfect blend of something familiar yet something fresh for their night out. As a stalwart of Detroit’s historic Corktown district, The Mercury Bar was that iconic destination where you and friends felt comfortable. A change to the menu or ambience wasn’t needed. Rather, we saw the opportunity to inject fresh energy into the brand’s persona through its digital profile and social presence. We developed humorous, playful content, consistent with the brand’s fitting role within Detroit culture, to let our target know how much more happy a Mercury Happy Hour could be.