In 2014, the MillerCoors, launched REDD’s Wicked Apple Ale, a higher ABV extension of the REDD’s brand portfolio. Walton Isaacson was hired as the Total Market agency to launch the brand and to generate awareness and trial of REDD’s Wicked Apple Ale among millennial multicultural consumers all while creating noise with the trade for REDD’s new line extension.
REDD’s Wicked Apple Ale had low awareness and relevance amongst key influential millennial consumers. With minimal budget WI, needed to increase word of mouth, social engagement, and traditional media buzz.
WI used the following strategic approach.
- Create an experience that recruits influencers and encourages word-of-mouth
- Scale with social and content [where and when possible]
- Use borrowed equity to increase relevance amongst the target consumer
Setting our sights on increasing awareness and brand relevance with a new audience, WI developed the breakthrough campaign “The Most Wicked Promoter”. The campaign was designed to fuel a good-natured battle between NYC and Atlanta by inviting the most influential party promoters in each market to throw their version of the most wicked party for their experience-seeking fans.
WI secured partnerships with Afropunk for Atlanta and Legendary Damon & Alaska Gedeon for NYC to help blow-out the party production including surprise performances by The Lox, SZA, Baby Baby and Hollyweerd among others. WI created pre- and post-event content for broadcast across Redd’s social platforms.
WI secured partnerships with Afropunk for Atlanta and Legendary Damon & Alaska Gedeon for NYC to help blow-out the party production including surprise performances by The Lox, SZA, Baby Baby and Hollyweerd among others.
Leading up to the actual party, the promoters helped created buzz via social by promoting a teaser video and promoting their event through their social platforms. Influencers attended each party and WI’s film crew was on the ground to capture all that unraveled, including live tweeting from the events.
The World’s Most Wicked Promoter program successfully leveraged promoters’ party throwing expertise, access to key influencers, media and digital footprint to create awareness of REDD’s Wicked Apple.
- Over 14 MM impressions generated
- RSVPs outnumbered capacity by 4x
- Activation garnered 4.3MM social media impressions
- 4,000 samples delivered
- Event PR earned over 10 MM media impressions