When Jimmy Buffet launched his new line of Island Teas (in partnership with Tradewinds Tea), he wanted to make a splash and spread awareness to Parrotheads nationwide.
We created the “Sip and Sing Your Way to Paradise” campaign to promote the new tea in true Jimmy fashion — with a singing contest. We spent the summer on tour with Jimmy and then brought the idea online with a “Cheeseburger in Paradise” video contest.
We boarded our tour bus and traveled from city to city, setting up shop at concert tailgates, sampling new products and hosting Jimmy Buffett karaoke.
To extend the party online, we invited Jimmy fans everywhere to visit our landing page to join our “Cheeseburger in Paradise” karaoke contest. They could upload their own music video for a chance to win a Margaritaville themed vacation, concert tickets and plenty of Tradewinds Tea.
We used social to encourage fans to enter the contest, vote for their favorites and to generate awareness for the new products.
The campaign resulted in 5:22 average time spent on the website and 241,642 contestant video plays. We were able to distribute more than 800,000 coupons to drive trial of the product.
As digital lead and creative director, I worked with a very talented team to create the vision, map the ecosystem and bring the idea to life.