Wild Turkey: Bold Nights In

The “Bold Nights In” campaign was bold from the beginning. When bars closed for the pandemic, we moved quickly to create new, virtual ways for consumers and our fans to enjoy Wild Turkey and fill those many quarantined nights at home. Even limited production capabilities due to adjusted regulations didn’t slow us down. We tapped influencers in the bartending world to host Instagram Live cocktail sessions from their living rooms, directed by remote production and agency teams. And we rounded out these live sessions with over 50 pieces of varied content including at-home whiskey tastings, home bar hacks, an interactive virtual tip jar to support the bartender community, and ‘cocktail roulette’ where we gamified a native platform function. All this garnered more than 342 million impressions and propelled campaign engagement rates over the industry average on Instagram. Our approach to engage people where they were (at home) and address their cultural need (boredom) certainly paid off.