Silver Oak Cellars - 40th Anniversary Tower Tour Campaign
DAVEY AWARDS 2012 GOLD – BEST INTEGRATED CAMPAIGN
Tower Tour Landing Page
It was important for Silver Oak to enable its fans to share in the Tour experience, wherever they were. We aimed to create an intimate, shared experience on the landing page. To do so, we first focused on a live “Tower Tracker” map, which included info on all Tour destinations. Second, we used an image carousel to highlight the iconic Americana photos by Bill Tucker composed along the Tour and shared in real time. Finally, we created a “tour buzz” area which dynamically pulled in social media conversations and content live from all of Silver Oak’s social feeds, including Facebook, Twitter, YouTube and Flickr.
Proactive Engagement and Conversation / #TowerTour2012
Silver Oak prides itself on a very personal, two-way relationship with its customers which is second to none. For the Tower Tour, we created a Twitter account for the Tower to allow a more interactive Tour voice, enable localized outreach, organize tour content and increase the ability to interact with our customers across the nation during the journey.
Inspired Facebook Content
The Tour’s chronicler, Bill Tucker, took amazing shots of the Tower, fans and milestones all along the way, capturing fascinating and memorable moments from across the United States. These photos received tens of thousands of comments and likes on our Facebook page.
The Tower Tour had scheduled events, but more often than not, fans found out the exact time and location of a Tour stop with only 24 hours notice. Still, they came early in the morning and late in the evening to take a picture in front of the Tower.
Locally Targeted Facebook Posts
With dozens of events in more than 65 cities visited, we needed a way to get local event info to fans without inundating those fans. In addition to the overall brand content postings, we posted locally on Facebook for each stop and event. These were a combination of event invitations, local photographs andfan photo opportunities.
Tower Tour Business Cards – In-Person Meets Social
To bring live word-of-mouth excitement into the social sphere, we helped the Silver Oak team create business cards for the “Silver Oak Water Tower”, which were handed out along the tour. These cards encouraged onlookers to join the tower on Twitter, and to join Silver Oak on Facebook, Twitter or via phone. Visitors loved them.
To capture more local attention, and leave a digital footprint in towns visited, we created a Foursquare account for the Tower. We based our practices on those of food trucks – much-heralded mobile destinations themselves – and checked in at select Tour stops, like this one at AT&T Park in San Francisco at the beginning of the Tour.
Traditional Wrap Meets Social “Following”
Why not let curious passers-by know how to follow the tour – on Facebook and Twitter? We encouraged them and paved the way – with custom graphics on our Tower wrap. And it worked – as shown in the following images.
To give Silver Oak’s customers an even closer look at the Tour, we created a series of videos along the way and posted them on YouTube and Facebook, including an opening message and recaps of the first half and last half of the trip.