New Hampshire Liquor and Wine Outlets
Traditional media impressions driven by radio, newsprint
Earned public relations media impressions
Increase in sales directly measured from bounce back coupon
The right mix of live events and online engagements to drive in-store purchases
The New Hampshire Liquor and Wine Outlets’ 6th Annual Summer Fun Tour drew record live event crowds and online engagements. The relationship between real life experiences and in-store retail purchases is critical to any brand. wedü’s experiential marketing team thrives on building activations which leverage every campaign action for greater outcomes. This highly complex program had brilliant use of new audiences and events, along with existing online social networks of other brands.
Live music events set the stage for brand interaction
We took the power of live experiences, independent music artists, and their fiercely loyal followers to power our program. We invited these artists to compete for a highly coveted prize. Working with a radio station media partner who holds a major east coast music festival each year, the wedü team arranged for the artist winning our grand prize to be the opening act on the main stage. There were several other pluses in the package related to on air time, recording studio work, and more. Sure… this was an amazing prize for any artist.
The competition was simple. Artists would perform their various gigs around the New England states, and promote fans voting for them as the best artist. The program engaged the artist, their fan base, and tons of media attention in the music biz. Fans were further incentivized by prizes supplied by the spirit and wine sponsors to the campaign.
Of course, the Summer Fun Tour included various stops at major live events around the state, and the artists were active in supporting the Liquor and Wine Outlets presence at these events. Plus, arrangements were made for on-premise and retail store appearances, too.
The entire campaign was focused on capturing email addresses and social connections. With multiple media partners providing prize packages, and wine and spirit suppliers also creating fan base packages, the campaign gained huge attraction.
All the strategies of the tour (live, digital, social, radio) were carried out flawlessly and resulted in record-breaking numbers of email signups, coupon redemptions, and online impressions. The summer visibility of NHLC, engagement with customers at high-traffic events, and higher brand awareness for NHLC among tourists from neighboring states and locals increased as The Summer Fun Tour appeared at a nearly 50 events, capitalizing on high-traffic dates and times. The radio promotions resulted in half a million impressions and the events nearly 100k. Additionally, NHLC won engagement with consumers in online spaces to the tune of 430k impressions on Facebook, 10k on Twitter, and another 10k on Instagram.
Across all media, the campaign rated several million impressions. The primary goal is always email addresses. NHLC gained a large increase of Email Extras memberships through online and in-person events, resulting in 30,000 email signups (an increase of 222% over previous year activations). NHLC also saw a huge increase in coupon redemptions resulting in total stores sales growing 192% over last year’s program. A positive overall brand impression was increased by brand ambassador support, grand prizes, and new gamification to draw people into the booth and prioritize prizing.
Key Performance Indicators