Campaign exceeded all KPI’s and garnered:
Increase in sales over 2017
Our research told us that Twisted Tea was really popular with country music fans.
So we knew that Dean Brody, one of Canada’s biggest country stars, was the perfect fit for Twisted Tea’s first national campaign.
And instead of using him in a commercial as a spokesperson, we enlisted him to help us make content.
To get our plan in motion, we orchestrated a country-wide contest giving fans the chance to host an epic Twisted Tea summer party and let us show up with our cameras - and a shit ton of Twisted Tea.
Then we got Dean Brody to crash the party, transforming it into the set of his music video (which we wrote, produced, and edited in-house, by the way)..
The music video format wasn’t just a fun way to avoid a traditional commercial:
it also guaranteed more airtime than a traditional spot - partly because of organic airplay, but also because it grabbed tons of social mentions.
And trust us, you’d be amazed how many social media posts you can get out of one day of party footage.
It sure didn’t feel much like a marketing campaign, but it sure as hell moved a lot of Twisted Tea.