It’s not about the Democratic Party or the Republican Party. It's about the Cocktail Party. And a promoted trend that we placed between the 2 national conventions. Taking over Twitter on August 31, 2012 with our #CocktailParty2012 promoted trend allowed us to naturally jump in on a national consumer passion, while uniting people in a divisive political environment. Maker's Mark proudly supports the #CocktailParty2012 – because a party should be fun! We turned Twitter into a cocktail party for 24 straight hours. We introduced our Cocktail Party Campaign videos starring James Carville and Mary Matalin that received hundreds of RTs and 1000s of views (with a 95% completion rate). We also shared tips on hosting your own Cocktail Party via our Pinterest board. We humbly ask for your vote. Elect the Maker's Mark Cocktail Party as your 2012 Shorty Industry Awards Winner!Strategy: Expand the industry-recognized Maker's Mark Cocktail Party 2012 integrated marketing campaign into social media through promoted trend placement on Twitter between the Republican and Democratic National Conventions. Executional details: On August 31, 2012 we took over Twitter with our #CocktailParty2012 promoted trend. After kicking off our campaign earlier in 2012, the promoted trend helped cement our place in the political sphere, and allowed us to seamlessly enter a nationwide conversation by uniting people over a divisive topic. Maker's Mark proudly supports the #CocktailParty2012 – because a party should be fun! Instead of the branded #MakersMark hashtag, we wanted to really reach those outside of our loyalist fan group by creating curiosity. We knew “Cocktail Party" would get their attention, and adding “2012" would peak interest while associating us with the heightening political scene. Even so, our name filled the twittersphere with 7x our average handle mentions and 40x the average mentions of #MakersMark. Engagement: Twitter users participated far beyond RTs. They requested a CP delegate at the debates, said they would write us in on the ballot, and helped write our platform: “Vote yes on proposition bourbon." @CharlieACN and @WillMcAvoyACN from the hit HBO series #Newsroom even joined the fun: “I don’t often party, but when I do, I prefer a cocktail party. Now get me a @MakersMark neat." “Fact: @CharlieACN is a founding member of the Cocktail Party @MakersMark" Longevity of the campaign showed when long after the Aug 31st promoted trend, the hashtag was used heavily throughout the elections, without losing steam all the way through January’s Inauguration. Allowed us to naturally enter the conversation of each #debate, while sharing speeches from our former #President by jumping on trending hashtags. Results: 1,987 RTs from a single tweet Over 2,800 RTs and 42 million trend impressions Over 60,000 tweet clicks and over 7% engagement/follow rate! 50% more trend impressions than the average for alcohol promoted trends at the time Over 3,500 net new followers I am Maker's Mark and I approve this message.
http://www.gq.com/news-politics/blogs/death-race/2012/06/a-brief-foray-into-whiskey-politics.html#ixzz1xWWATNrx http://dinersjournal.blogs.nytimes.com/2012/08/02/makers-mark-gets-political/#more-91219 http://www.usatoday.com/money/advertising/story/2012-09-11/political-product-ads/57751930/1 http://www.politico.com/news/stories/0912/80653.html?hp=r10
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