Working with an integrated agency team, we concepted the “Pop-up Paradise” campaign idea. We set up paradise in the middle of downtown Chicago on a Friday afternoon and then gave fans a chance to win their own piece of paradise all summer long.
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.
THE CAMPAIGN HUB
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.
THE SOCIAL ENGAGEMENT
Paid social posts on Facebook and Twitter 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 78,000 entries with 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.