Diageo/ Crown Royal

Honouring America's Heroes

We worked directly with DIAGEO/Crown Royal as it entered its second year as the title sponsor of the Armed Forces Qualifications Weekend of the Indianapolis 500.

Crown Royal’s program objectives were to spike impressions and engagements with consumers in order to increase sales, and through our consulting and strategy, the brand targeted to share its generosity message and grow its Wall of Gratitude program.
With our support and guidance, Crown Royal negotiated a partnership with Andretti Autosport drivers Marco Andretti and Alexander Rossi to launch the program. Both drivers also served as ambassadors at in-market and at-track appearances throughout the month of May.

We managed the consumer display including sampling and Crown Royal’s signature bag packing for soldiers. We also managed their VIP hospitality throughout the month, providing unique at track experiences through pace car rides, opportunities to wave the green flag and Crown Royal tastings.

Over the year, the campaign generated 79 million impressions (a 79% increase year-over-year), and the Wall of Gratitude activation received 47k direct consumer engagements, exceeding our target by 34%. On top of that, 1,970 bags were packed for overseas soldiers and 4,460 samples poured for fans anf guests.