With less than 30 days until the launch Caramel Comfort, MWWPR set out to execute a campaign that would win consumer attention, create media excitement and drive social buzz for the latest addition to the Southern Comfort brand.
Leveraging the April Fools’ Day media window and a key sales period for Southern Comfort, MWWPR conceived “SOCO2GO:” the world’s very first beverage drone delivery program. The real-time marketing campaign created intrigue and conversation about Caramel Comfort through an extensive series of sharable, social content. MWWPR created a program launch video posted to YouTube, a custom micro-site where consumers could lobby for drone delivery service in their area and comprehensive traditional media and social influencer outreach programs to tease the product leading up to its April 1 reveal as an April Fools’ Day joke.
The campaign helped Southern Comfort generate significant consumer engagement, achieving more than 63 million impressions and front-page coverage from prominent tech and lifestyle outlets. There were more than 400,000 YouTube video plays within the first week and 15,000+ unique visitors to the micro-site. Most importantly, Southern Comfort saw a product growth of 0.5% in three months (from launch/March through June).