Jeremiah Weed Film, Digital Jeremiah Weed's Badass Campaign by Creative Artists Agency

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Jeremiah Weed's Badass Campaign

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Industry Whiskey
Media Film, Digital, Interactive & Mobile
Market United States
Agency Creative Artists Agency
Released October 2011

Awards

One Show 2012
One Show Entertainment Online Branded Entertainment / Short-form Merit

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: DIAGEO
Product/Service: ALCOHOL
Agency: CREATIVE ARTISTS AGENCY
Media placement: Digital - Online - April 26, 2011
Media placement: Digital - Online - May 10, 2011
Media placement: N/A - N/A - N/A

Campaign Description
The American branded entertainment market is dynamic in that new models are tested every day, and staid in that the established model still prevails.

Branded entertainment activity falls into 3 major categories: product placement/integration, media deals, and content creation.

Product placement is common, transactional, and only restricted in product categories such as alcohol and entertainment categories such as kids' TV.
Media deals include time buys for content distribution, meaning simply an extension of the paid advertising formula into longer form content. And content creation means brands paying for production, and then seeking (or paying for) distribution.

While not particularly restricted, the biggest challenge to branded entertainment in the US is breaking down the longstanding separation of advertising production and distribution, and entertainment production and distribution.

Effectiveness

Challenge:
Introduce a new line of Premium Adult Beverages (a ‘hard’ lemonade, cola, and tea) to beer-drinking guys who traditionally feel these are fruity girls’ drinks.

Objectives:
- Give guys permission to feel manly drinking something other than beer
- Be more manly than Mike’s 'Hard' Lemonade.

Strategy:
Become the ‘badge of badass’. Make the product so unmistakably manly that guys will feel confident reaching into the cooler and grabbing one.

Execution:
Champion everyday 'American Badasses' in a series of 8 short films by renegade TV show creator Casey Neistat (Neistat Brothers Show, on HBO). Cast real people Mike’s and beer brands wouldn’t touch with a 10-foot pole: an alligator wrestler, a strong-man who lifts 1000lb tires, a fire-breathing robot builder living on a hidden compound in New Mexico, and others. Create 4-5 minute web films launched every Tuesday for 8 weeks on the Jeremiah Weed Facebook page, activate around the content with TV trailers, paid media, and digital PR. Create authentic, legitimate content that guys want to engage with because, like Jeremiah Weed, it is a ‘badge of badass’.

Implementation
Every Tuesday at 5pm, for 8 weeks, we released a new ‘Badass’ film on Facebook. By creating a regular programming window at a time when our fans were typically most active, we were able to build buzz, weekly tune-in and engagement. To prime the pump, our audience was driven to the content via :30 and :15 second TV trailers; paid online media; digital PR and a targeted social media push.

Outcome
Our task was create a successful launch for a brand that nobody had ever heard of, and imbue the brand with a manliness that would make it more appealing to guys than Mike’s Hard Lemonade.

The 8 badass films and the activation around them (TV trailers, digital PR, etc.) achieved both of these goals with great success.

Our Facebook fan page quickly became the fastest growing in Diageo history, adding over 200,000 fans, and helping the brand overtake competitor Mike’s Hard Lemonade fan numbers in record time.

Data showed Jeremiah Weed outpaced both Mike’s and Four Loco on perceptions of being a brand men would be happy to be seen drinking. Mike’s and Four Loco were perceived to be considerably 'less badass' than Weed.

About 6 months into the launch, the brand has achieved 40% awareness and 20% trial, a huge success for a new product launch, with more growth to come.