We took a beloved party tradition, the bar crawl, and turned it into an epic launch event. Our event featured human cannonball Brian Miser and two custom built cannons, each standing 30 ft high. On the ground promotion filled downtown Orlando to watch Brian blast from one bar to another - and then another. He flew up to 30 feet in the air, soaring over revelers at 65mph – now that’s how you roll up to a party.

The event was attended by thousands of fans, eager to try Cannon Blast. Those outside of Orlando could tune in via Periscope to the live broadcast by Funny or Die. The bar crawl was also extensively covered by local TV news, national press and an array of invited influencers. Within 48 hours, we edited and released a short video, which garnered 1.3 million video views.

Implementation:

As we created this larger-than-life event, we began with selecting one of the 11 Human Cannonballs in the world. We then designed each cannon to embody the look and feel of the Captain Morgan brand, transforming the plaza into a Pirate-like atmosphere. We placed the cannons within the bar-lined streets in Wall Street Plaza which allowed spectators to feel like they were a part of the experience, standing as close as 3 feet away from the cannons. This unique event captured the attention of more than 5,000 spectators as they watched the first ever Cannon Blast Bar Crawl.

Timeline:

· Project Kickoff: 9/1/2015

· Pre-Production: 10/22/2015 – 10/24/2015

· Event Date: 10/24/2015

Placement: Wall Street Plaza, Orlando, Florida

Scale:

· Location: Wall Street Plaza, Orlando, Florida

· Attendees: 5000+ Spectators at live event

Business Impact – Sales, Donations, Site Traffic:

According to The Shanken News Daily on January 28, 2016, while other spirits volume declined last year, Captain Morgan —which has been helped by the launch of Cannon Blast, a product designed for shot consumption— helped to sustain the North America Diageo portfolio

Response Rate: N/A

Impressions: 100 Million PR Impressions, 5000+ Event Spectators, 1.3+ Million Online Views

Change in Behavior: N/A

Consumer Awareness:

The event was attended by more than 5,500 people within our targeted fan base, while our livestream via Funny or Die’s Periscope channel, influencer postings and press stories generated more than 100 million PR impressions. A social video, posted 24 hours after the event, garnered more than 1.3 million views. Wine and Sprits News source, Shanken News Daily, agreed as they highlighted Cannon Blast as a contributor to sustaining Diageo's portfolio in 2015.