• by Teresa Buyikian , Yesterday

Garage Beer’s latest social media campaign sees the Kelce brothers, Travis and  Jason, shedding their NFL  chops for an entirely new (fictional) type of battle.

“Brewmite” (pronounced "brew-muh-tay"), is a short mock fighting documentary that takes place at an underground MMA-style match, described by the brand as “the ancient, absurd, no-holds-barred tournament where cold beer and honor are the only things that matter.” In it, Jason Kelce hilariously trains in multiple martial arts to take on the ultimate opponent: UFC’s “The Iceman” Chuck Liddell.

The brand, owned by the Kelce brothers, released the comedic 22-minute film via its Instagram in three episodes, staggered throughout the summer. Viewers can now see the entire saga unfold here.

“Brewmite,” directed by Jordan Phoenix, also features a slew of other celebs including Philadelphia DJ Joe Conklin, Philadelphia Eagles’ Bo Allen and WWE announcer Mike Romero. (Sorry, no TS). 

Garage Beer’s Chief Creative Officer Corey Smale discussed the campaign with Marketing Daily.

Marketing Daily: Why is the brand going all in on social episodic videos?

Smale: Social is one of our superpowers. We can compete, and usually win, against the biggest beer brands with content that’s more relatable to a wider audience (in my opinion). We’re also certainly dumber.

Marketing Daily: How does the “Brewmite” series represents the brand?

Smale: I think they show that we’re the best at making fun of ourselves. That’s not just something in the videos; it’s literally part of the sauce that makes us who we are.

Marketing Daily: What has the engagement been like on each release?

Smale: Episode one was wild, our most views for a film yet. People had to check in to see if we really just made a 7-minute underground fighting movie, and yep, we did.

What’s cool about episode two is it shows the number of people who want to stay and watch the rest of the story, which is about 35%–40% of the audience so far. For stories-as-ads, even 10%–20% watch-through is pretty cool, but if we’re hitting 30%–40% on 20+ minute martial arts features, that’s hilarious and humbling too.