Lucky Strike —  Multi-Channel Launch

Introduction

Lucky Strike has been a destination for adults to play, unwind, and reconnect since 2003. Known for bowling but expanded into arcade games, darts, pool, and more, the brand needed a refreshed digital presence that matched its fun, high‑energy in‑venue experience.

During my time at The Old State, I supported the Lucky Strike rebrand by producing social media content for Instagram and Facebook, helping modernize the brand’s voice and visual presence during a critical moment — the post‑COVID reopening period.

 My Role

Social Media Content Production — Instagram & Facebook (No video production — strictly static + social content)

I drove editorial strategy and created on‑brand, platform‑specific content that aligned with Lucky Strike’s updated identity and reopening strategy. My work communicated safety updates, promote in‑venue experiences, and re‑energize the brand’s digital audience.

I focused on:

  •  Creative for Facebook + Instagram
  • Static content production (posts, stories, graphics)
  • Reopening messaging that balanced clarity, safety, and fun
  • Lifestyle‑driven visuals that reinforced the “adult play” brand positioning
  • Brand‑consistent copywriting across all social posts
  • Engagement‑focused content to rebuild excitement and foot traffic

What I Produced

  • Instagram + Facebook static posts
  • Story graphics and branded templates
  • Reopening announcement content
  • Safety + comfort messaging assets
  • Promotional content for bowling, arcade, food & beverage, and events
  • On‑brand copy aligned with the new voice + tone

 Impact

The reopening campaign and refreshed brand rollout were highly successful, supported by the social content I produced:

  • 42,000+ impressions generated during reopening
  • 13.5% revenue increase over reopening goal
  • 25+ in‑venue collateral items supported by social messaging
  • Strong alignment between digital presence and the new brand identity

My work helped reintroduce Lucky Strike to guests with a cohesive, fun, and modern social presence during a sensitive and high‑stakes reopening period.

Sample Work