Connecting with customers through social-first, episodic, docu-content.
We thought the opportunity to drink whiskey, travel the country & get paid for it would excite some people. We were right.
To fill the role of Global Brand Ambassador for Hudson Whiskey, the first whiskey to be made in New York since prohibition, we couldn’t just put up a job listing on Linkedin. Gable Erenzo, distiller and son of co-founder Ralph Erenzo, originated the role, so when he hung up his hat to return to the distillery full-time, we faced an impossible task – finding his replacement.
We asked Hudson Whiskey's loyal fan base to aid in our search and they delivered in a big way. Over 100 die-hards submitted videos and photos via a campaign microsite to convince the Hudson family that they were the right whiskey-lover for the job, while scores of enthusiasts followed along with our finalists’ journey via a 10 episode miniseries.
Through an extensive PR push, social media outreach, and targeted digital media, we kept fans engaged through a four-month campaign, generating the highest ever engagement metrics for the brand.
And at the end of the process we found, and hired, a new face for the brand, who was vetted by Hudson’s passionate fans.
