Christopher Hayes: Sweepstakes Must Reflect Brand’s Personality
Affinity Creative Group partnered with Shannon Family of Wines (SFW) to launch the “Build Your Buck Shack” omnichannel campaign. The original Buck Shack was a 100-year-old hunting shack nestled deep in the vineyards of the SFW, which the family remodeled and restored into a rustic bar where its team can gather after a long work day. The campaign features a sweepstakes where one grand prize winner will have a home bar designed by one of two renowned DIY influencers, Nate Halverson and Tayrn Whiteaker, along with a generous gift card to make it all happen. The “Build Your Buck Shack” campaign comprises digital marketing, a campaign microsite, retail and on-premise activation, influencer marketing, social media content and advertising, photography, and video.
“One key to a successful campaign is a sweepstakes that is a direct expression of the brand’s personality,” said Christopher Hayes, Creative Director, Affinity Creative Group. ‘Build Your Buck Shack’ offers anyone the chance to create a space in their own homes where they can gather with friends and family, and truly themselves. The huge response shows that the chance to win your own custom-designed home bar is resonating powerfully. After all, who wouldn’t want their own Buck Shack?”
Running through September 30, the campaign and sweepstakes have already garnered almost 15,000 entries and a significant increase in social media engagement, interest and followers for Shannon Family of Wines, all contributing to greater awareness for the Buck Shack brand and its bourbon barrel-aged wines.