For every bottle of SKYY vodka sold, we gave away a plot of California land, turning our Canadian millennial drinkers into California landowners.

The ‘Claim Your Cali’ campaign launched across Canada during the summer of 2016.

We began by purchasing a 10-acre plot of land in Borrego Springs, California. Next, we divided the land into individual plots, measuring 1-square foot each. Each plot was then assigned a unique GPS co-ordinate.

Each bottle in store had a unique neck tag with scratch codes. Codes entered on our mobile site revealed the location of customers’ unique plots of California land.

SKYY vodka sales increased +15% from the previous year.