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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.

Wild Turkey Guided Tasting Experience

Finalist in Branded Content

Entered in Food & Beverage, Wine, Beer & Spirits, Emerging Platform, Creative use of Technology

Objective

Whiskey has always been more than a spirit: it’s an iconic American tradition. And in the last five years alone, more than 2.5 million people have visited the Kentucky Bourbon Trail to experience that tradition. But with travel plans on hold, Wild Turkey looked for ways to create a virtual journey to the Bluegrass State.

Strategy

Tapping into a new and untested territory, Wild Turkey created the first-ever guided bourbon and rye tasting for Amazon Alexa and Google Assistant. Voiced by Wild Turkey’s legendary distillery family – the Russells – the Wild Turkey Tasting offers education and entertainment to every level of whiskey drinker, from the novice to the mature connoisseur. Unlike other skills that simply share recipes, the Wild Turkey Tasting transports you straight to Lawrenceburg, Kentucky, with the unique perspectives of the first family of whiskey. 

Consumers can learn about the different styles of Wild Turkey whiskey, the distilling process, the palate, glassware, and more from the masters themselves. Users can even discover a special message from venerated actor Matthew McConaughey, Wild Turkey's Creative Director and the co-creator of Longbranch

Results

Since its official launch, there has been considerable buzz including glowing reviews from AdWeek, Distiller, Thrillist, Go Bourbon, Newsweek as well as nearly 100M media impressions.

 

“I wanted to make mention [that this innovation] is probably the first and ONLY good use of Amazon’s Alexa and Google Assistant.”

- Cass Anderson from BroBible

Media

Produced by

Havas CX, Campari America

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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