Wild Turkey Spiced wanted to build awareness and position the brand as the masculine alternative to spiced rum via their ‘Island of Kentucky’ platform.
To appeal to a younger demographic, Wild Turkey Spiced created a unique tongue-in-cheek Tumblr experience that conveyed life on the fictional Island of Kentucky. The site featured fun facts, cocktail recipes, animated GIFs and more. Wild Turkey Spiced and their agency partnered with StumbleUpon to introduce the Island of Kentucky to 24-30 year-old males while they stumbled. To reach the right guys, StumbleUpon targeted users who indicated they were interested in Alcoholic Drinks, Beer, Beverages, Nightlife, Humor, and Men’s Issues.
“StumbleUpon is all about enabling the discovery of great content and they have the unique ability to guarantee site visits. This allowed us to by-pass the traditional banner impression, and ensure a deeper, more immersive consumer experience with the brand and the Island of Kentucky platform.” – Agency of Record
StumbleUpon’s high-impact, full-page format allowed consumers to immerse themselves in the Island of Kentucky experience. The infinite scroll feature on the page led to high levels of engagement. Wild Turkey received 4 minutes of brand engagement for every dollar spent. The campaign generated over 1,000 free visits from users engaging with the content. StumbleUpon accounted for less than 10% of the campaign budget, but drove 84% of all site visits and had the most efficient cost per visit.