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