Rémy Martin tasked myself and the agency I work for to create an online program, promoting their brand and extending their reach into targeted markets, with the goal of driving sales and brand awareness.

We proposed a two-pronged approach.

A Twitter promotion based on user’s inspired passions and a text to win contest featuring a rising musical star chasing their own passion.

Our platform communication “Passion-Defined / Rémy-Refined” was encapsulated visually by a golden microphone in concert with the Rémy product. Rich blacks and reds of the brand were used to reinforce the brand’s ownership of the promo.

Liquor store point of sale, online banners and a Twitter page were spun from the newly created promotional platform.

To maximize the program’s reach we contracted multiple Twitter super users to tweet news of the promotions.

We tapped Live Nation to provide a list of hot young upcoming artists and signed Jhené Aiko, as she was a good reflection of the Rémy brand, who also had a upcoming tour with Snoop Dogg.

The promotional prizes included concert tickets to various shows around the country, a VIP meet and greet, 5k for the most inspired “passion” tweet and a mentor for a year specializing in said passion, i.e. music producer, singer, etc.

We worked the promo from development through execution, even hosting the VIP events at the concerts ourselves.

The results were huge for Rémy.