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About

The 2015 Maker's Mark "Give Cozy, #GetCozy" Truck Tour was a comprehensive and integrated campaign that utilized social media, public relations, paid media, and event activation to spread warmth and holiday cheer. The campaign aimed to showcase that the spirit of giving goes beyond material gifts and extravagant celebrations. In partnership with One Warm Coat and compassionate individuals, the activation involved collecting gently used coats to provide warmth during the holiday season to those in need.

 

The campaign traveled across seven states, covering over 2,100 miles, and served approximately 5,000 cups of hot chocolate to engage with communities. Through the generous donations of coats and funds, the campaign successfully helped over 20,000 individuals, making their holiday season warmer and more comfortable. The Maker's Mark "Give Cozy, #GetCozy" Truck Tour exemplified the brand's commitment to giving back to the community and spreading goodwill, leaving a positive impact on the lives of many.

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Program Tactics

  • Facebook: Create paid and unpaid content for the truck tour, including updates, photos, and donation information, to engage with the audience on Facebook.

  • Twitter: Share paid and unpaid content on Twitter, including tour-specific updates, real-time event photos, and relevant hashtags, to promote the truck tour and encourage audience participation.

  • Instagram: Develop paid and unpaid content on Instagram, including tour-specific posts, real-time event photos, and visually appealing images, to showcase the tour and create an interactive experience for the audience.

  • Website: Update landing-page images on the website to reflect tour locations and donation information for easy access and participation.

  • Public Relations: Promote the truck tour through press releases, media outreach, and on-site PR team presence at tour stops to generate buzz and provide donation information.

  • Paid Media: Seed kick-off and recap videos through paid media channels to amplify the campaign's reach and showcase the highlights of the truck tour.

  • Event Activation: Execute the "Give Cozy, Get Cozy" truck tour with engaging event activations at each stop, including coat collection and hot chocolate distribution, to directly engage with the audience and make a meaningful impact in local communities.

Event Activation

  • Truck setup at high-traffic locations with street team distributing hot chocolate, gingerbread cookies, and bottle sweaters to spread holiday cheer for the Give Cozy, #GetCozy campaign.

  • Street team wearing matching pajamas to promote the holiday theme of Give Cozy, #GetCozy and create a cohesive brand image.

  • Maker's Mark truck wrapped in creative Give Cozy, #GetCozy branding to make a visual impact and raise awareness of the campaign.

  • Live-tweeting event donation information, locations, and event participant photos to provide real-time updates and engage with followers on social media.

  • Creation and promotion of a kick-off video to inform fans and customers about the tour locations and campaign objective.

  • Multiple stops in each city to increase visibility and donation opportunities for the campaign.

  • Activation of a text-to-donate initiative through the partnership with One Warm Coat to make it easy for people to donate and contribute to the campaign's cause.

Results

  • The campaign reached over 10.5 million people and garnered over 26.41 million impressions on Facebook, Twitter, and Instagram.

  • The campaign gained 40,700 new followers/page likes across Facebook, Twitter, and Instagram.

  • Live tweeting resulted in 4.6k retweets, 14.9k likes, and 3.29k mentions.

  • The Give Cozy, #GetCozy kickoff video had a reach of 2.3 million viewers.

  • The campaign received 59,147,143 impressions for all trade, national, and local coverage.

  • The campaign engaged with over 200,000 consumers who experienced the activation in some capacity.

  • 5,000 cups of hot chocolate were shared during the campaign.

  • Over 3,500 gingerbread cookies were handed out to participants.

  • Most importantly, the campaign ensured that over 20,000 people received a cozy coat during the winter season.

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