A TOURING BACKSTAGE INFLUENCER EVENT

Overview

Our friends at Diageo asked us to help make Jeremiah Sweet Tea Vodka the drink of summer. What better way to introduce Jeremiah Weed than inviting America into his backyard? Jeremiah Weed’s Backyard is a traveling event stage-dressed to look like the backyard of a mischievous southern gentleman. The Backyard debuted in the artists’ area at Bonnaroo, where friends like the Black Keys, Kings of Leon, Phoenix, and various influential folks hung out for hours at a time. We captured photographs and video content and shared the summer in Jeremiah Weed’s Backyard through PR, social media, and blogs. Simultaneously, a partnership with SPIN magazine published video interviews and antics with a music-loving audience.

Outcomes

At summer festivals, Jeremiah Weed’s Backyard became the place for celebs and festival-goers to unwind and enjoy friends and Weed. Not surprisingly, Jeremiah Weed Sweet Tea Vodka became the drink of the summer.