In 2015, Tradewinds Tea partnered with Margaritaville and Jimmy Buffett to develop and launch five new flavors of Island Tea. The summer campaign and activation featured a Jimmy Buffett singing contest for fans hosted on the Tradewinds website titled "Sip & Sing Your Way To Paradise." The campaign was developed to support the launch of new flavors and activate Jimmy Buffett's avid fan base to increase overall brand awareness in a new market.
Tradewinds Tea and Jimmy Buffett fans had the opportunity to sing along with Jimmy by submitting a video of themselves singing "Cheeseburger in Paradise" for a chance to win various prizes, including a trip to the Margaritaville Resort and a VIP backstage experience in Las Vegas. Top finalists were chosen by the brand and voted on by other fans to determine the prizewinners. Users were encouraged to share their videos in order to get as many votes as possible.
A campaign hub was built on the Tradewinds website to serve as a central digital space for all campaign content. The hub showcased user-generated content in a gallery and was built to include a video submission form, social sharing functionality, and voting capabilities.
Additionally, the campaign was supported across various consumer touchpoints with social media promotion, event activations along the Jimmy Buffett summer tour, paid search and social support, email marketing communication in partnership with Margaritaville, and various other initiatives.
