The 2015 Maker's Mark "Give Cozy, #GetCozy" Truck Tour was a fully integrated, 360 campaign which included executions of social media, public relations, paid media and event activation. The goal of this campaign was to prove there's a lot more to making spirits bright than expensive gifts and extravagant parties. For this activation we partnered with One Warm Coat and a number of very caring people to collect and donate gently used coats to help make this the warmest holiday season for some people who really needed it. After traveling across seven states, covering over 2,100 miles and passing out about 5,000 cups of hot chocolate, we were able to help over 20,000 people with the coats and funds that were donated.
Program Tactics:
Facebook (paid and unpaid truck tour-specific content)Twitter (paid and unpaid truck tour-specific content and real-time event photos)Instagram (paid and unpaid truck tour-specific content and real-time event photos)Website (refreshed multiple landing-page category-title images to reflect the tour locations and donation information)Public Relations (truck tour promotion, how to donate / where to donate information, PR team on-site at truck tour stops)Paid Media (video seeding of Give Cozy, #GetCozy kick-off and recap video)Event Activation ("Give Cozy, Get Cozy" truck traveled around to seven states covering over 2,100 miles)
Event Activation:
Truck setup in high-traffic locations and street team handed out hot chocolate, gingerbread cookies and bottle sweaters to help spread the Give Cozy, #GetCozy holiday cheer.Street team wore matching pajamas to promote Give Cozy, #GetCozy holiday themeMaker's Mark truck wrapped in Give Cozy, #GetCozy creativeLive-tweeting event donation information, locations and photos of event participantsKick-off video created and promoted to be used to inform fans and customers about tour locations and objectiveMultiple stops in each city to increase visibility and provide more donation opportunitiesText-to-donate initiative activated via One Warm Coat partnership
Over 10.5 million reached and over 26.41 million impressions across Facebook, Twitter and Instagram.Gained 40,700 new followers/page likes across Facebook, Twitter and Instagram.Live tweeting resulted in 4.6k retweets, 14.9k likes and 3.29k mentions.Give Cozy, #GetCozy kickoff video had a reach of 2.3 million.Received 59,147,143 impressions for all trade, national and local GCGC coverage.Engaged with more than 200,000 consumers who experienced the activation in some capacity.Shared 5,000 cups of hot chocolate.Handed out over 3,500 gingerbread cookies.And most importantly, ensured that more than 20,000 people received a cozy coat this winter.
Video for Give Cozy, #GetCozy Truck Tour
