What We've Done

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Crown Life Chicago

Marketing Challenge:

To create an exciting lifestyle event series connecting Chicago's multi-cultural consumer with the Crown Royal brand. Crown Royal wanted to connect to these consumers using social media and align with media partners already trusted by the target audience.

Solution:

We created a distinct five part event series focused on various aspects of an influencer's life; Fashion, Sports, Music, and Nightlife. Attendees were encouraged to follow the brand on Twitter with the hashtag #thecrownlife. A Facebook page was also created to serve as a hub for the Crown Life Chicago Series.

GTM partnered with Rolling Out Magazine to extend its outreach to 80,000 Chicago subscribers for each event and generate additional media exposure across its 300,000+ unique monthly website views. An aggressive press effort included press releases to over 40,000 journalists at nearly 1,000 media outlets including local newspapers, magazines, radio and television stations.

Results:

  • Connected the brand with 2,500 consumers on-site.
  • Achieved over 10 million impressions during the first half of 2012
  • Reached over 239,000 Chicago based consumers directly through email for each event.
  • Total reach - over 233,000 Facebook users
  • Weekly interaction - 500 to 6,000 active users on weeks surrounding events.