Diageo’s Bulleit Frontier Whiskey has launched “Local Bar Sundays,” featuring a “First Drink Is on Us” $250,000 rebate program running through year’s end.
While the promotion suggests that consumers visit venues on Sundays, they actually don’t need to wait till then to buy any Bulleit-based drink, upload the receipt, and get reimbursed up to $10 via Venmo.
"Local bars and restaurants are a reflection of the vibrant and diverse communities they serve and have been the backdrop to some of life's most important celebrations," states Ricky Collett, global and U.S. brand director of Bulleit Frontier Whiskey. So the initiative aims to remind “consumers of the importance of supporting their local establishments and communities, by making every Sunday a Local Bar Sunday."
A supporting marketing campaign -- with creative by Anomaly New York, media by Omnicom’s PHD and PR aspects by Taylor -- consists of a :30 spot on Bulleit-owned and paid social media; four different :15 spots on ABC, Food, Discovery, ESPN, NBC, NFL Network, USA and other networks; paid ads on Hearst & Vox Media digital sites; social activation on Bulleit’s Facebook and Instagram pages; use of Foursquare location data to drive people to local venues; 300 nationwide sampling events; and a nationwide tour of Bulleit brand ambassadors with the Bulleit Woody trailer, featuring its own pull-out bar.
An initial, smaller version of Bulleit’s “Local Bar Sundays” had launched locally in New York in conjunction with the Tribeca Film Festival in June.
That two-week promotion -- which also involved Diageo brands Johnnie Walker, Crown Royal, Ketel One or Don Julio -- promised $50,000 in $10 rebates and included a citywide out-of-home and social media campaign.
A year ago, the brand launched the Bulleit Frontier Fund to support bartenders, with an initial commitment of $250,000 to such organizations as The United States Bartenders Guild National Charity Foundation, Another Round, Another Rally and Southern Smoke Foundation, and its own national ad campaign.