A winning partnership! Yesterday, we were honored to receive a Golden Bevie in the category of Best Advocacy & Loyalty Campaign for our work with MillerCoors REDD’s on the REDD’s Apple Ale Shark Week Watch Party program. The Golden Bevies recognize the top brands and agencies that have made significant contributions to the digital marketing world and demonstrated successfully executed marketing campaigns in the beverage industry.
REDD’S tapped into House Party’s influencer marketing platform to promote REDD’S Apple Ale and their 2015 partnership with Shark Week, ultimately looking to drive reach, product trial and branded user-generated content while amplifying the brand’s partnership with Shark Week.
To achieve these goals, House Party Inc. developed a comprehensive social solution that activated 22,000 REDD’S Apple Ale fans for the weeks leading up to Shark Week. One thousand of the most passionate and socially-savvy advocates were then selected to host the ultimate REDD’S Apple Ale Shark Week party and share the brand experience with their friends. On party day, they filled their carts, fridges and coolers and tuned in to Shark Week, generating buzz and excitement for REDD’s Apple Ale and the Shark Week Watch Party.
These avid and loyal brand fans each received a talk-worthy Party Pack that further amplified their advocacy and spread the brand message online and off. The pack included a gift card to purchase REDD’S Apple Ale, a REDD’s branded cooler, beach balls and beverage wraps in addition to shark-themed sunglasses and other goodies to create the ultimate brand experience as friends and family gathered to watch SharkWeek and enjoy the crisp flavor of REDD’s Apple Ale.
Weeks of anticipation and digital engagement, coupled with the branded items and the authentic in-home setting successfully delivered product trial, branded content and social sharing for REDD’s while driving tune-in for SharkWeek and amplifying the brand’s media investment.