Before virtual ugly sweaters were pandemic-trendy, we threw the OG virtual party—a digital holiday bash that brought everyone together to design hideous sweaters, mix holiday cocktails, and join the fun in real time via #ItsGoingToGetUgly on Twitter.

In the weeks leading up to the holiday season, we also took over Pinterest’s DIY Ugly Sweater page with #ItsGoingToGetUgly content, filled with Maker’s-inspired tips and tricks to help people throw their own ugly parties.

Partnering with a celebrity stylist and top mixologist, we equipped influencers with Maker’s Mark kits and hosted a live Q&A stream where guests tweeted questions for real-time responses.

The best of the worst content

 Here are just a few of the ugly interactions.

EVEN THE FAMILY FELINES GOT IN ON THE ACTION…

It got ugly IRL too: Nationwide Events

We also shipped activation kits to bars nationwide, complete with adult-sized Maker's Mark sweaters and fun photo props, empowering them to host their own in-person events.

And we brought the ugly spirit to liquor stores VIA POS.

Holiday Advertising Campaign / Interactive / Social / Video / Digital / POS / Activation / Influencer / On-Premise / Off-Premise