In partnership with Buzzfeed and Kings County Distillery, we worked together to build buzz around the premiere of the second season of Discovery’s Moonshiners, by creating the first-ever tweet-powered moonshine distillery. By tweeting @Discovery #moonshiners and hashtagging ingredients, flavor profile, and packaging, fans and moonshine enthusiasts could influence actual “tweet meters" monitoring their votes on-site at the distillery. Fans were able to watch the distillery live on Discovery.com and Buzzfeed.com to see their tweets take effect and watch the distiller produce hooch in real-time. Select participants were also able to enter for a chance to win Moonshiners prize packs, with select items from the set of the show delivered to them in actual Moonshiners oak barrels. We drove users to the distillery from custom Buzzfeed editorial posts and promoted tweets on Twitter.The primary goal of the Moonshiners program was to drive tune-in to the show on November 7, 2012. This second season premiere was Discovery’s highest rated Wednesday night series to date, as well as the #1 in primetime cable.* Further, over the course of the media campaign, there were over 35,000 mentions of #moonshiners, generating more than 1MM impressions in social reach. The tweet-powered distillery was a first-of-kind program that blurred lines between the digital and physical worlds, allowing people to take part in a digital process with a real-world implication, and transforming fans into moonshiners themselves. The program helped make the premiere of Moonshiners as Discovery’s highest rated Wednesday night series to date. *Amongst P/M25-54, P/M18-49, P/M 18-34
Case Study Video - http://awardshare.omd.com/Shorty%20Awards/Discovery%20Moonshiners/
