To promote the launch of new Tradewinds Jimmy Buffett Island Teas, we developed the “Sip & Sing Your Way to Paradise” contest. This activation actually started in 2013, when we were asked to create promotional concepts for a partnership between Mr. Margaritaville himself and the Tradewinds base brand.
Once this turned into a full-blown product line, we took our idea of the “World’s Largest Sing-Along” and turned it into karaoke contest. Contestants sang a snippet of “Cheeseburger In Paradise” for a chance to win a stay at the new Margaritaville Resort in Florida.
We managed the Tradewinds digital agency to create the online experience (pictured above), and focused on communicating the new product and the promotion in-store. The display pictured below pairs the signature island style of Buffett with the excitement of our promotion and the product launch.
We also paired this with a nationwide tour that followed Jimmy’s “Workin’ and Playin'” gigs all summer long, complete with custom-wrapped RV, karaoke experience, sampling and lots of good vibes.