Crown Royal #CrownYourCity
As the first spirits sponsor of the NFL, Crown Royal came to us entering the 2017 season and tasked us with finding a way to capitalize on this partnership while also encouraging whisky enthusiasts to mix up delicious cocktails on game day. What resulted was the #CrownYourCity campaign.
Each week, we featured the NFL's biggest rivalry matchup and created a series of social videos that celebrated both teams participating in the game—one targeted to each city. Fans then commented to vote for the recipe that should take the Cocktail Crown. As the one responsible for writing the video scripts, I enjoyed bringing the friendly banter between cities to life as well as channeling the passion that all football fans have for their city. Not only would our videos be posted across Facebook, Instagram, and Twitter, but we also created a Pinterest board where we highlighted all cocktail recipes and had a bank of expression GIFs from our talent—some of which were hired actors, while others were influencers such as entrepreneur and diehard New York Jets fan Gary Vaynerchuk or Pittsburgh Steelers Hall of Famer Jerome Bettis.
- Project Roles
- Crown Royal
- Art Direction, Content Management, Copywriting, Entertainment, Social, Sports
- Advertising, Branded Content, GIFs, Social Media Content
- Project Industries