Cannes Lions

Crown Royal Mardi Gras Activation

TAYLOR, Charlotte / DIAGEO / 2017

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Overview

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Credits

OVERVIEW

Description

New Orleans plays host to more than a million revelers who descend upon the city each year to experience the spectacle of Mardi Gras. Between 100,000-200,000 pound of trash are cleared from the streets each night thanks to the extraordinary effort of the city's residents to restore the city’s clean streets post-celebration. The unusual amount of trash that is generated during Mardi Gras, coupled with New Orleans’ reputation as one of the most generous cities in the country, impelled Crown Royal to assist in the cleanup efforts during Mardi Gras by collecting unwanted Mardi Gras beads, which comprise a majority of the trash that is dispersed throughout the streets.

Execution

The team was given the green light to begin execution of the program in January 2017. From there, the team worked quickly to develop and implement the multiple components of the program, including: designing all creative materials, managing relationships with all partners (i.e. Arc of Greater New Orleans, Stephan Wanger, Gambino’s Bakery and Deuce McAllister), securing media placements and posting photos and videos in real-time on Crown Royal’s social channels to promote the activation, and working with a vendor to secure site location and the necessary permits.

Outcome

As a result of pitching efforts, the program generated 65,025,202 impressions and secured 121 placements. Eight media interviews were secured for celebrity partners Deuce McAllister (former New Orleans running back) and Dylan Scott (country music singer). Of these placements, 95% of editorial coverage and 87% of social placements included at least one of our key messages; 100% of traditional placements and 98% of social posts included the Royal Crown brand name; 28% mentioned the "Live Generously and Life will Treat You Royally" campaign; and 100% demonstrated positive message tone/delivery.

Over the four-day program activation period, approximately 10,000 visitors donated Mardi Gras beads, resulting in the distribution of more than 5,000 king cakes. More than 25,000 pounds of Mardi Gras beads were collected for Arc of Greater New Orleans and Stephan Wanger, which comprises 14% of Arc's annual Mardi Gras bead collection goal.

Crown Royal’s social strategy generated over 53.5 million impressions, over 7.2 million video views and over 7.1 million consumer engagements across organic and paid media.

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