Taking a taste of real southern hospitality on the road for Firefly.

CHALLENGE:

Introduce Firefly Sweet Tea Vodka and Moonshine to consumers and position it as a great drinks to enjoy with friends through an experiential marketing program that showcases Firefly’s Southern roots and authentic personality.

SOLUTION:

G7 developed a full year plan that engages consumers at music and barbecue festivals, music clubs tailgates and bars through sampling and sales. The activation consists of over 30 festival and club stops as well as partnerships with country music artist Chuck Wicks and four competition barbecue teams that bring the brand to another 70 events.

Key elements include:

  • Custom built 30’ x 20’ Firefly Distillery hang out area for product sales and sampling
  • Games and distribution of swag to draw and engage consumers
  • Trained Firefly Brand Ambassadors creating new friends of the fly
  • Festival and BBQ Team brand ambassadors providing social content from the road
  • New brand creative
  • New website

RESULTS:

This program is still in progress through June 2016, but at the halfway point we have distributed over 15,000 samples, sold over 6,000 cocktails and handed out over 25,000 pieces of branded merchandise, spreading Southern hospitality everywhere we go.