Scaling access to a key personality

When we concepted and launched this series, Dogfish Head founder Sam Calagione was the personality behind the fastest-growing brewery in America and a de facto spokesman for the industry. He was coming off a reality TV series on the Discovery Channel, and anyone with half an interest in beer wanted to hang with him. Although he tirelessly high-fived his way through the market, it was never enough.

“Ask Dogfish” was an early take on exclusive access short-form video. The series gave Dogfish Head’s many fans and followers a chance to ask Sam a question and form a more intimate, personal connection with our brand.