TULLAMORE DEW X O’EVERYONE 2020
Role: Senior Producer
Agency: Momentum WW
Challenge / Objective:
The O’Everyone program welcomed all to become Irish, even if just for one day. In major markets nationwide, New York City, Los Angeles, Chicago and Denver, Tullamore D.E.W. created life-sized pop-up pubs complete with a customizable bar name, allowing consumers to enter a pub named after them.
The idea behind O’Everyone and the pop-ups is a build upon Tullamore D.E.W.’s Beauty of Blend campaign. Allowing a consumer to walk into their “own” Irish Pub allowed the consumer to see the beauty of Irish Pubs are actually the blend of the people that fill them. (March 11th - March 14th)
Results:
Built out 4 sampling activations using the O’Everyone Irish Pub tentpole festival kit in four markets: New York, Los Angeles, Denver and Chicago
Consumer Break Out:
New York – Day 1: 409 / Day 2: 481 / Total = 890
Los Angeles – Day 1: 148 / Day: 190 / Total = 338
Chicago – Day 1: 152 / Day 2: 190 / Total = 308
Denver – Day 1: 199 / Day 2: 413 / Total = 612
Projected actuals were 500 consumers per day, per market.
Actuals were low due to outbreak of COVID-19 on activation day 1 in New York City with other markets following suit.
Over 400 social media impressions per mkt
Gave out over 400 Tullamore D.E.W. POS items and t-shirts per mkt (w/ the exception of Chicago)
Distributed over 400 Tullamore D.E.W samples per mkt (w/ the exception of Chicago)
