We drew a crowd of 200 guests for a coffee, cheese, and beer pairing celebrating the launch of a microsite devoted to Philadelphia’s specialty coffee scene. Despite the tropical monsoon which raged throughout the night, we saw coffee-curious locals come out in droves, eager to sample the tastes prepared for them by our resident aficionados. Madame Fromage, internet darling and author of the seminal work Di. Bruno Bros.’ House of Cheese, described the ambiance as “intoxicating.” To compound audience engagement, we positioned the event during Philly Beer Week, resulting in a reach of over 118,200 impressions on Tumblr, Facebook, and Twitter. As national blog Dear Coffee, I Love You wrote of the campaign: “By promoting the collective specialty coffee community in Philly there’s a greater opportunity to communicate the idea of specialty coffee to consumers in a more effective way that elevates understanding and appreciation.” The story lives on through continued engagement with hyperlocal coffee culture.