Culture Karoke
The ask
Bevel wanted to show up around AUC Homecoming in a way that felt natural, social-first, and rooted in the culture instead of looking like a standard brand activation. The goal was to connect with students, create something people would actually want to participate in, and put Bevel in the middle of a real campus moment.
What we made
ButterATL created Culture Karaoke, a short-form social series built around music, memory, and campus energy. The format was simple: pull up around the AUC, give students a song, have them finish the lyric, and turn the best moments into a branded content series. We developed the concept, shaped the format, handled production, managed talent, and brought in the right cultural context through the AUC community. Bevel was integrated through prizes, product, and presentation, without forcing the brand into the content.
What happened
Culture Karaoke gave Bevel a way to show up inside an Atlanta cultural moment without interrupting it. The campaign turned Homecoming energy into a repeatable content format, created organic student participation, and gave the brand a clear connection to music, grooming, confidence, and campus culture. It also showed how ButterATL can take a brand ask, translate it into something culturally credible, and build a content property that feels native to Atlanta instead of borrowed from a generic playbook.