SKYY

#BePartoftheArt

Integrated Campaign

The Challenge

SKYY wanted to attract progressive Millennial customers with its latest moscato grape flavored vodka. Recognizing that this is a more experience-driven audience, we created a campaign emphasizing active social media participation.

The Campaign

Springing off of SKYY's national television spot where a painting of a house party comes to life, we set out to create a gigantic crowd-sourced mosaic of the painting comprised entirely of fan pics. Using #BePartOfTheArt, fan Instagrams, Twitter pics, and uploads would be added to an ever-growing mosaic housed in a SoHo storefront. Fans who couldn't make it to New York could follow along on the progress online, where they could zoom in on the pics, find their own contributions, and share the fun with friends.

The Results

The participation was astounding.

  • 40K+ Instagrams, Twitter pics, and uploads added to the mosaic
  • 30MM impressions across Facebook, Twitter, and Instagram
  • 250K+ impressions of the physical mosaic in SoHo

Creative Direction: Terrence Morash
Art Direction: WaiMay Cheng
Design: Lauren Defranza
Copy: Paige Zangoglia
Producer: Jeff Kemp

Carbona ecommerce website and social media content

Carbona
Brand Website and Content Refresh

Branding, UI/UX, Display, Content, Social