Tradewinds had its eye on expanding its strong mid-west presence to a new key market — Chicago. The brand needed to make a splash and let the windy city know that every sip of Tradewinds is an escape to paradise.
The “Pop-up Paradise” concept was born. We created a beach paradise in the middle of Mag Mile and extended the idea through digital and social throughout the summer.
With 14 tons of sand, music, beach games and plenty of ice cold tea, we let the city know Tradewinds was here to keep them refreshed. Swag was handed out in exchange for social mentions and we made sure to drive them online to continue the fun.
Driving to digital from the event, we introduced our summer sweeps where we gave away pieces of paradise — fans could enter to win everything from a trip to paradise or fire pit to a one-year supply of tea. We also create tips and tricks from paradise in order to give them something to share and engage with once they were on the site.
Paid social kept the fun going and helped us reach even more of our target long after the kick-off event. We promoted the sweeps alongside paradise content to engage Tradewinds fans throughout the midwest.
The digital sweeps had more than 780,000 entries with 1,181,000 campaign landing page visits. But more important, Tradewinds sales increased 200% in the region.
As digital lead, creative director and copywriter on the account, I led an internal team and collaborated with an integrated agency team to create the idea, define the ecosystem, and bring it to life through digital and social.