Working with an integrated agency team, we created the “Sip and Sing Your Way to Paradise” campaign. We spent the summer on tour with Jimmy and then brought the idea online with a “Cheeseburger in Paradise” video contest.
We boarded our tour bus and traveled from city to city, setting up shop at concert tailgates, sampling new product and hosting Jimmy Buffett karaoke.
THE CAMPAIGN HUB & DIGITAL CONTEST
To extend the party online, we invited Jimmy fans everywhere to visit our landing page to join our “Cheeseburger in Paradise” karaoke contest. They could upload their own music video for a chance to win a Margaritaville themed vacation, concert tickets and plenty of Tradewinds Tea.
THE SOCIAL ENGAGEMENT
We used social to encourage fans to enter the contest, vote for their favorites and to generate awareness for the new products.
The campaign resulted in 5:22 average time spent on the website and 41,642 contestant video plays. We were able to distribute more than 200,000 coupons to drive trial of the product.
As digital lead and creative director, I worked with an integrated agency team to create the idea and map the ecosystem. I then oversaw an associate creative director and internal team who brought it to life in digital and social.