We were asked to pay tribute to Master Distillers Jimmy and Eddie Russell’s 101 combined years of experience with the Campari brand. What started as a small request to send a tweet recognizing this anniversary, ballooned into a risky and bold move that’s paid dividends. To celebrate this landmark anniversary, we helped Wild Turkey take some feedback…and set it on fire. Because with 101 years of combined experience, Wild Turkey Master Distillers Jimmy and Eddie Russell have had their critics, but sticking to their guns is how these two became legends of the bourbon world. So, we collected negative comments from all over the internet, etched them inside new American White Oak barrels, and gave them our signature “Alligator” char. We posted our piece, and a series of short extras, across our social channels. People everywhere freaked out, from diehard Wild Turkey fans to folks who just enjoy some sweet pyrotechnics.

Results:
18% increase in social media followers
Average CRM open rate of 22%
50 million impressions
12x increase in video completions
358% and 169% engagement above industry averages on Facebook and Instagram, respectively