Work

Sailor Jerry

Challenge

  • Create awareness and drive consumer engagement with the brand through their sponsorship of the Big Chill festival
rise-shine

Solution

  • Created and developed Sailor Jerry Mix Legend in partnership with Last.fm; a DJ competition to engage consumers beyond the event itself
  • Used the event to tell the Sailor Jerry story and bring the brand to life
  • Created access points for branded media coverage
  • Used promotional staff to engage with consumers and capture data
  • Hosted key media at the Big Chill for branded coverage post-event including The Fly, Vice, London Paper, GQ and The Sun, and infiltrated reviewing media
  • Exploited all collateral (tickets, talent) for media coverage

Results

  • Reach of over 77 million consumers with branded coverage
  • Over 15 journalists entertained at the Sailor Jerry Rum bar
  • Over 30 pieces of coverage on Sailor Jerry’s involvement
  • Advertising equivalent of £190,000