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.

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: creating program materials to support media outreach, conducting local and national pitching, securing local New Orleans influencers to post about the initiative, distributing premium media mailers to top-tier media contacts, designing all creative materials, managing relationships with all partners (i.e. Arc of Greater New Orleans, Stephan Wanger, Gambino’s Bakery and Deuce McAllister), posting photos and videos in real-time on Crown Royal’s social channels, and working with a vendor to secure site location and the necessary permits.

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.

While there has always been an issue with what to do with the thousands of unwanted beads distributed throughout Mardi Gras, Crown Royal, the top-selling Canadian whisky in the United States developed an inspirational program that would not only assist in the Mardi Gras cleanup efforts but also support a well-known local charity and artist.

Crown Royal assisted in the cleanup effort by encouraging consumers 21+ to donate Mardi Gras beads otherwise destined for the landfill. Those who discarded their beads were rewarded with a royal treat – a king cake from legendary New Orleans bakery, Gambino's.

The collected beads were donated to Arc of Greater New Orleans, a nonprofit organization serving people with intellectual disabilities. Arc operates a year-round Mardi Gras Recycling Center, where used beads are sorted, repackaged and resold to raise money and create job opportunities for those in need. Some of the beads will also be repurposed by artist Stephan Wanger, who creates dazzling mosaics using the recycled beads.

The team conducted local and national outreach to drive bead contributions and coverage for the program. Pitch topics included the activation, Crown Royal cocktail recipes and celebrity partners, former New Orleans Saints running back Deuce McAllister and country music singer Dylan Scott.

The team was challenged to create a compelling, consumer-facing program that would generate excitement for Crown Royal's “Live Generously and Life Will Treat You Royally” campaign. The “Live Generously and Life Will Treat You Royally” campaign aims to inspire and facilitate generosity in all of its many forms through defining acts across the county.