Grey Goose Character & Cocktails digital campaign to benefit the Elton John AIDS Foundation

A digital marketing campaign for Grey Goose, aimed at building awareness of their Character & Cocktails event to benefit the Elton John AIDS Foundation. The campaign centered around a website but also included email marketing and printed collateral.

Objective

Grey Goose wanted to use its annual Grey Goose Character & Cocktails series of events to increase their database of loyal consumers. They also wanted to recruit 450 brand advocates to attend the event.

Solution

A dedicated Grey Goose Character & Cocktails microsite, showcasing the complete event experience. The site enabled consumers to enter a ballot to win tickets to attend the event. This mechanic ran in conjunction with an email marketing campaign where existing ‘friends of Grey Goose’ were contacted and invited to apply. Registrants were sent regular, targeted email updates whenever new content to the site was added. Careful consideration was given to the quality of the content and communication with the target was kept at a very respectful level. In order to continue consumer engagement with the brand post event, Ragged Edge Design also created cocktail cards featuring specially commissioned photography and beverage copy for each of the signature cocktails from the event. These cards were distributed on the night and directed guests to the website where they could access exclusive Grey Goose Character & Cocktails downloads.

Success

The number of registrants to the ticket ballot was over double the target set and the dialogue between those who registered their interest in the event will continue throughout 2009. Click through rates on the email were consistently above industry norms with 1 in 4 of the targeted consumers emailed logging onto and entering the ticket ballot.