Wild Turkey was looking to bring pride back to Bourbon. Aiming to appeal to both the traditional heartland audience of bourbon drinkers as well as infiltrate the metropolitan trendsetters, and found a common ground for both audiences: the great outdoors. Our job was to bring the two together
Wet encouraged Aussies to take the trails less travelled, and helped rejuvenate wildlife and local businesses doing it tough by creating the Wild Turkey Hunt.
From coast to country, we rounded up the best trails, natural wonders and local watering holes, encouraging Aussies to hit the road, were they could discover hidden gems and help rejuvenate wildlife and local businesses. Our trail guides also helped Wild Turkey adventurers plan what to explore, where to stay, eat and drink.
We also hid Wild Turkey in the wilds of Australia, and rewarded players who found us with limited edition merch. We captured their details along the way, growing our Wild Turkey database for future CRM.
Along the trails, we shared stories of resilience from small town heroes working to rebuild their communities after devastation. Wild Turkey’s Creative Director, Matthew McConaughey shared how we can all do our bit to get the bush and communities back on their feet.
We also created a range of paid and organic social content enticing players to the game and sharing the stories of our local legends.
I was behind the initial concept and overseeing the design direction and social media campaigns that set new benchmarks for Campari, with the concept rolling out for a successful second campaign under the name Turkey Trails.
2.5m Reach on Social
101% Database growth