pine park michigan

A Celebration of Collaboration

Before We Begin, Watch The Recap To Get The Vibe

Pine Park Party Recap Video.m4v

In August 2024, DogHouse teamed up with California cannabis content creators, Pine Park, to launch our newest strain and a collaborative rosin line with Eastside Alchemy. The goal was simple: throw the kind of party people are still talking about the next week.

On the marketing side, I led email campaigns, social media outreach, SMS marketing, and in-store merchandising to build anticipation. I also got my hands dirty doing in person drop bys at our retail partner locations to connect with staff and promote the party on top of helping to secured the venue, line up sponsors, and design the interior. The activations, packaging for exclusive rosin jars, and limited-edition VIP box (100 total made) were all crafted by me. Each VIP box included our newest strain, the rosin, and a commemorative figurine, adding an extra layer of exclusivity.

With a marketing team of just three, we handled every detail from coordinating with talent and sponsors to selling out the celebratory party t-shirts that I designed. The night was a huge success, with 1,500 tickets distributed and a line of 300 people waiting to get in before the doors even opened.

Event Planning and Coordination

I loaded the venue with activations that got our guests engaged in activities: a rolling competition, gaming challenges, an interactive live art display by Hecz, an infused ice cream bar, and custom airbrushed merch you could take home. The idea was that no matter where you wandered, there was something happening.

For the sound, I booked a lineup of Detroit's biggest DJs: Sheefy McFly, DJ Myint, and The Saunderson Brothers.

To keep the event organzied, I set up scheduled text messages that our guests would receive during the party to encourage them to move around the venue to experience all of the activations. Here are the texts our attendees received throughout the night:

Packaging and Design

I designed three limited-edition rosin jars with Eastside Alchemy. We produced them in small runs, so each one had to feel worth holding onto. The centerpiece was the VIP box: a ticket to the party, our new Pink Passion strain, the exclusive rosin jars, and "Boo," a 3D-printed figurine I worked on with All Motion Studio.

We made exactly 100. They sold out faster than we sold 100 standard tickets to the event.

Pine Park x DH Rosin Packaging.mov

Marketing and Promotion

I ran the entire promo push. Between DogHouse, Pine Park, and our talent, we had a combined reach of over 2.3 million followers and I made sure every one of those channels was working. The campaign ran across social, targeted SMS, email, and in-store, all building toward one night.

The SMS angle was my favorite part. Instead of just blasting reminders, I built interactive challenges and scavenger hunts that ran during the event, so the phone in your pocket was part of the experience, not a distraction from it.

It worked. We planned for 1,000 and had 1,500 through the door with 300 people in line waiting before we even opened.

Here's a glimpse at just some of the initial UGC and social media engagement we got:

Pine Park x DH Fan Engagement.mov

Here's What Went Down

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