Secret Shows in the Pitt
Case Study
Sheetz-tainment brings live music home
Sofar Sounds and Sheetz brought secret shows back to Pittsburgh—reviving a beloved live music tradition that fans of both brands had been eagerly awaiting.
Hosted inside Little Giant’s Recording Studio in the heart of Allentown, the event created an intimate, high-energy atmosphere rooted in local culture. Featuring a lineup of emerging Pittsburgh artists alongside a nostalgic fan favorite, the experience blended discovery, memory, and community—core to both Sofar’s mission and Sheetz’s playful, people-first brand.
With thousands of fans entering to attend, the show became more than a concert: it marked the launch of Sheetz’s Sheetzertainment initiative, designed to champion local music scenes and bring people together in unexpected ways.
The Ask
The Program
Where local talent takes center stage
At the core of the campaign was a celebration of Pittsburgh’s music ecosystem—spotlighting emerging artists while tapping into the shared nostalgia of early-2000s anthems that shaped a generation of fans.
Brooke Annibale
Genre: Contemporary folk / indie-folk with pop and Americana influences. She blends acoustic songwriting with emotive, soulful vocals.
Cam Chambers
Genre: R&B / soul / hip-influenced singer. He blends smooth vocals and R&B rhythms with local performance energy.
Ma'aM
Genre: An emerging band with roots in indie / alternative / rock / experimental pop
Summer Event
Artists: Brooke Annibale, Cam Chambers, Ma’am
Halloween Event
Artists: Boys Like Girls, Feeble Little Horse, Essential Machine
Venue: Pittsburgh Brewing - 150 Ferry St, Creighton, PA 15030
Brand Integrations
Brand integration that felt seamless—not forced
In-Experience & On-site Integration
- Co-branded event staging and venue environment
- Priority guest access and premium hospitality moments
- Sheetz mascot integrated into the crowd and creating moments of joy
Digital Platform Integration
- Co-branded competition and content hub
- On-site Sofar website takeovers
Media & Content
Turning a single moment into long-tail impact
The Pittsburgh shows generated a robust content ecosystem designed to live well beyond the room—extending reach while preserving the intimacy of the experience.
Performance videos
6 branded artist sets on Sofar’s YouTube
Social recap videos
Once finalized, we distributed two social-first highlight reels with paid IG support
Custom content hub
Co-branded microsite housing all event content + brand story
Marketing
Building buzz pre- and post the shows
The buzz started long before the first note was played — from artist-driven storytelling to community-powered posts, every touchpoint built connection and anticipation around the live experience.
Email & Social
Strategic promotion pre- and post-event distribution across Sofar channels to build momentum, drive attendance, and sustain campaign visibility.
Artist’s social
Artist’s organic posts extending brand reach to their highly-engaged audience
Press & local coverage
Local coverage through CBS, amplifying reach within the Pittsburgh market
The Results
A partnership that reignite a city’s live music spirit
The Impact
The collaboration delivered strong demand and deep community engagement, with thousands of fans signing up for a limited number of tickets—underscoring the appetite for intimate, local-first live music experiences.
Beyond attendance and reach, the partnership strengthened Sheetz’s connection to Pittsburgh’s creative community, positioning the brand as a genuine supporter of local talent. The success of the shows also sparked inbound interest from additional artists eager to participate in future Sheetz-powered Sofar experiences—proving the program’s credibility and long-term potential.
By blending nostalgia, discovery, and community, Sofar and Sheetz didn’t just put on a show—they helped reignite a city’s live music spirit.
