Keith Stone, the beloved front man of Keystone Light and purveyor of everything smooth, entered the 2012 presidential race as a third party candidate. His party, the Party Party, stands for Life, Liberty and the pursuit of 5 day weekends. Keith took to the airwaves to spread his doctrine via Facebook and local rallies. Keystone Light seized an unlikely opportunity to rise above the clutter with a unique point of view on the election that provides a moment of levity.

Election season is an emotional time, and has offered Keystone Light the opportunity to connect with consumers in an unexpected way with little category competition. On the brand page, we released a series of campaign posters and short videos in which Keith outlines his plan for a smoother America. Keith also hit the campaign trail in a series of PR appearances where he gave out his posters and campaign swag to the masses.

During the election, people are so swamped with messages from the left and the right, it’s hard to escape and find a moment to chill out and talk about something not so serious. The message of the Stone campaign was received with gusto by the loyal Keystone base and clients alike. The posters and videos shared on Facebook doubled the virality rate of our previous digital content. According to our fans, we even got a few write in ballots in the actual election.