alcohol

Summer Is For Boozing? Brands Celebrate Outdoorsy Times


Winners of Spindrift Spiked’s “Perfect Camping Adventure” will get products featured above.

Two just-launched giveaway promotions from craft wine brand The Federalist and hard seltzer brand Spindrift Spiked make good use of summery themes.

The contest from the Terlato Wine Group’s The Federalist’s will reward $10,000 each to three consumers whom the brand chooses for its first “Cabinet of Summer”: Secretary of The Outdoors, enthused about hiking and camping;  Secretary of Athletics, “equally passionate about backyard whiffle ball as they are cheering their favorite pro team”; and Secretary of The Grill, “the ultimate at-home host.”

Contest entrants must detail their qualifications for a specific post, plus explain how they’d use the $10,000 to “make the most of this summer.” Instead of a resume or CV, they must share a link to an Instagram photo or video “that paints a picture of  [their] content creation skills.”

The “Cabinet of Summer’ contest is being promoted with organic social media as well as paid video, display, and social.  A 30-second video is running on Instagram and Facebook. The agency is M Booth.

In a move to best appeal to The Federalist’s target audience, consumers need to be at least 25 to enter the contest.

On the other hand, although Sue Kim, Spindrift’s vice president of strategy and marketing insights  told Marketing Daily onSpindrift Spiked’s launch last month  that “we think our core consumers will be older millennials, the 35-40 year old set,” even 21-year-olds can enter the brand’s new sweepstakes.

Spindrift Spiked’s sweepstakes will give away 10 “Perfect Days” valued at $500 each over the next 10 weeks, starting with a “Perfect Camping Adventure,” and ending with a “Perfect Dinner Party.” Between those, there will be a perfect: movie night, pool day, beach day, backyard BBQ, golf day, picnic day, field day and “day of me-time.”

The promotion, is targeted at Sprindrift’s “Drifter Community,” which the brand’s digital marketing lead Melissa Shum told Marketing Daily are “Spindrift lovers brought together by a shared passion for being real, doing good and celebrating the little moments of joy in our lives and friendships.”

For these particular celebrations, each “Perfect Day” sweepstakes winner will get between six and 13 products from assorted brands totaling $500 in value.

The “Perfect Pool Party” winner, for example, gets six items: Parachute Pool towels, Oliver James float, Coola sunscreen, Jaxx chairs, Bose Soundlink micro bluetooth speakers, and Kaliyadi polarized sunglasses.

To enter each of the 10 weekly sweepstakes, consumers must follow @spindriftspiked on Instagram and tag a friend.

The sweeps is being promoted mostly through organic social media, earned media and the “Drifter community,” Shrum said, with a “small amount” of paid social. Most of the campaign has been produced in-house, with collaborative efforts on the prize packs, and imagery assets from influencer partners. 

A separate “Ultimate Weekend Getaways” giveaway will be held toward the end of summer, with two prizes valued at $5,000 apiece – one in Nantucket, Massachusetts., the other in Laguna Beach, California.

 Spindrift Spiked is now available in three pilot markets -- Massachusetts, Rhode Island and Southern California, although its sweepstakes are open to anyone of drinking age anywhere in the U.S.  “We’re working hard to bring it to more cities later this year,” Shum said.

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