Twisted Tea
Canada’s #1 hard tea is also a proud partner of the CFL. In 2021, Twisted Tea became the sponsor of the Grey Cup Social and the Grey Cup Halftime Show.
About the Project
The Challenge
Having made a significant investment to expand their partnership with the CFL and the Grey Cup, Twisted Tea needed to show up in a big way to engage fans in a meaningful way.
Strategic Approach
The Grey Cup Social offered fans the opportunity to explore and enjoy themselves at the stadium for several hours leading up to the Big Game. We tapped into “The Four Need States of the Festival Goer” to ensure that Twisted Tea offered fans plenty of value in a way that no other on-site partner could.
The Campaign
Rather than “building from scratch”, we were able to have a number of large US-assets brought up to Canada, creating a massive carnvial-like environment. Fans were treated to multiple photo opps, a giant monster truck, mechanical bull-riding, giant pong and a lounge area to relax and warm up.
15,000+
Overall impressions
23+
Average dwell time (minutes)
4,500+
Direct consumer engagement
