Wild Turkey American Honey

American Honey needed a new brand platform that would allow the brand to own the shot occasion amongst active, young adults. Not only did Fusion develop the platform, we also rolled it out, step-by-step, throughout the year.

Fusion developed the Social Sports platform and introduced the American Honey Bar-sity Athletic Association — where everyone plays for the after-party.

Challenge:

Create a 360-degree platform that would carve a niche for American Honey, separating the brand from its competitors and making it a top choice shot.

Solution:

Social Sports Platform

Execution:

Introduced the Bar-Sity Athletic Association. “We play for the after-party.”

Step
1

Launch the Bar-sity Athletic Association Program with a kickball event in Times Square

  • Established partnerships with recreational athletic leagues throughout the country.
  • Celebrity Donovan McNabb and our Honeys joined the players on the field.
  • Branded the entire area with signage and real-time billboard Twitter feeds, making regional and national news.
Step
2

Launch a New Website

Our creative and digital teams gave AmericanHoney.com a makeover.

  • Featured news and information about our league partners.
  • Showcased our newest American Honeys in their sporty gear.
  • Promoted our end-of-the-season Bar-Sity Athletic Association World Championship kickball game in Las Vegas.
Bad News for Boring website
Step
3

Activate in the On-Premise

  • Challenged patrons to on-the-spot games of corn hole, ping-pong and darts.
  • Sampled shots at recreational sports fields and with our 12 American Honeys.
Step
4

Activate in the Off-Premise

  • Designed unique display pieces to support the new platform.
  • Featured ping-pong neckers, coolers with taps and a ping-pong display enhancer.
Step
5

Pay It All Off

  • Held the American Honey Bar-Sity World Championship Tournament in Las Vegas.
  • 16 teams competed for a chance to win $10,000.
  • Fusion created, coordinated and executed the entire event. From travel, lodging and on-site branding, to hosting the games.
  • In the end, we took regular consumers and created ambassadors for life.

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