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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Bottomless Brunch at Colman's

Finalist in Branded Series

Entered in Wine, Beer & Spirits, Integrated Campaign, Branded Content

Objective

The goal for this campaign was to drive maximum brand affinity for Diageo and their portfolio of alcohol brands. AMCN Content Room knew this was the perfect opportunity for Diageo because of our host and Fear The Walking Dead star, Colman Domingo’s passion for mixology and storytelling. We worked closely with Colman to bring their brands, such as Bulleit, Ketel One and Don Julio, to life by curating custom cocktail recipes with Colman’s unique flair. Diageo and AMCN Content Room also collaborated to create bespoke content surrounding the series including custom Instagram Story content driving fans to watch that week’s episode and also “swipe up” to shop that week’s Diageo cocktail recipe - driving viewership for AMC and engagement for Diageo.

Strategy

While we all stayed home to stay safe together in the early days of quarantine, what we missed most was connecting with other people out in the world. That’s why Diageo and AMCN Content Room collaborated with our host and secretly amazing bartender, Colman Domingo, to bring us all together with season two of his series Bottomless Brunch at Colman’s – bottomless because pants are optional!

 

For six consecutive weeks, our charming host invited viewers over for a virtual Sunday brunch along with his real-life celebrity friends, including Julia Stiles, Barry Jenkins, Daveed Diggs, and Mj Rodriguez. Shot entirely over Zoom, Colman and his guests chatted, played games, and learned how to mix up Diageo cocktails, like a Bulleit Bourbon Black Manhattan, all from a safe social distance.

 

This partnership included a fully integrated season of Bottomless Brunch at Colman’s – with six episodes rolled out weekly across AMC social and digital platforms. Each episode included an integrated segment where Colman walks his guest through the step by step instructions to create the perfect Diageo cocktail. AMCN Content Room was able to drive excitement around the series by creating six cross-net linear drivers pushing viewers to check out full episodes on social. In addition, custom Instagram Story content was developed, driving fans to watch that week’s episode and also “swipe up” to shop that week’s Diageo cocktail recipe.

Results

The Bottomless Brunch at Colman’s partnership generated 22+M impressions across Facebook and Instagram, +76% over the campaign goal. The videos generated 2.5M views, earning +46x more views than Diageo’s non-sponsored public videos views YTD 2020. Fan engagement also increased, with the campaign posts earning 246.3k engagements, +64% more total engagements than Diageo’s non-sponsored posts YTD in 2020. The campaign also boosted AMC’s average non-sponsored engagements by +35% across AMC, Fear the Walking Dead, and The Walking Dead during the time of the campaign. Compared to all sponsored drama TV content, AMCN x Diageo tracked +8% ahead for total engagements.

Media

Video for Bottomless Brunch at Colman's

Produced by

AMC Networks

Entry Credits

About the Shorty Awards

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