Maker's Mark virtual ugly sweater party
We partnered with a mixologist and a celebrity fashion stylist to host a virtual ugly sweater party where "guests" learned how to create custom ugly sweaters, craft the perfect holiday cocktail, and much more. "Guest" could tweet in their party questions with the #ItsGoingToGetUgly to get answers in real-time.
Social Engagement
Influencers were sent #ItsGoingToGetUgly invites beforehand with everything they'd need to participate including Maker's Mark. Here are just a few of the interactions (it's amazing what free bourbon can do).
This is a good, funny ad campaign: “@MakersMark: #ItsGoingToGetUgly pic.twitter.com/KiIdYsMSNY”
— Whiskylassie (@Whiskylassie) December 10, 2013
Finally! I finished my #itsgoingtogetugly sweater from @MakersMark #bloggers web chat w @PamelaWiznitzer !:) pic.twitter.com/aNIGmRVcil
— Lanee Lee (@laneelee1) December 26, 2013
@qtez90046 @PamelaWiznitzer not yet there, but will be soon! #itsgoingtogetugly @MakersMark pic.twitter.com/FAKhAMRKt7
— Tillie Eze (@TillieEze) December 11, 2013
I am so inspired to have an ugly sweater party now! #ItsGoingToGetUgly http://t.co/bza2ySnjCv
— Stacie H Connerty (@StacieinAtlanta) December 11, 2013
@MakersMark @PamelaWiznitzer @qtez90046 Check out this sweet sweater! #itsgoingtogetugly pic.twitter.com/HvUMoGpjcV
— Baby to Boomer LS (@BabytoBoomer) December 11, 2013
Progress on my #itsgoingtogetugly sweater. pic.twitter.com/4A2loLgAYX
— Average Jane (@average_jane) December 11, 2013
Nationwide “IT’s GOING TO GET UGLY” Events
We created #ItsGoingToGetUgly kits with everything needed to activate an ugly sweater party, including adult-sized Maker's Mark sweaters and photo props, and sent them out to bars across the nation.
POS
This campaign was also promoted through in-store displays.
