Drive Awareness
Look Sophisticated
Be Approachable
Liquid to Lips
Create an Inclusive Experience Designed to Unlock Sophistication and Create “First Sip” Opportunities
Basil Hayden wanted to leverage their 2023 partnership with Michelin and bring their artfully crafted bourbon to a new consumer audience. Gradient was tasked with creating an elevated and sophisticated pop-up that would travel to 10 cities and engage guests in large scale festivals across the US.
The Tour Build
Michelin Inspired Pairings
Brand Edu-Tainment
Build Integrated AR Extensions
VIP Experiences
High Volume Serving Strategy
Gradient created a mobile touring build that allowed guests to sample Basil Hayden inspired cocktails but also have the opportunity to sign up for a VIP membership that deepened the experience. Guests who signed up were brought to a speakeasy where they dined on exclusive Michelin + Basil Hayden small bites while bartender ambassadors gave a intimate brand and whiskey education. The tour hit major cities across the country with markets in New York, Pennsylvania, Kentucky, Georgia, Florida, Illinois, Colorado, Texas, and California bringing Basil Hayden direct to festival goers and new whiskey enthusiast.
Shareable Moments
Brand Ambassador Engagement
Custom Fabricated Elements
Educational Sessions
Key Location Strategies
Mobile Tour Unit Fabrications
CONTENT STRATEGY
Social Capture
Platform Engagement
Custom AR Platform
COMMS STRATEGY
VIP Messaging
Mobile VIP Sign-up
Recap Content
Partnership Strategy
LOCATION STRATEGY
Target Festivals Strategy
Activation Roadmapping
In-Market Activation
EXPERIENCE DESIGN
Spatial Design
Attendee Flow
CREATIVE DESIGN
Programming
Brand Heritage
Approachable Sophisticated Feel
GRAPHIC DESIGN
Integrated Branding
Activation Materials
TOUR
10 City Approach
Custom Fabrication
Build Design
CONTENT
Social Capture
Sizzle Reel
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