We partnered with a local distillery to create the first-ever “tweet-powered” moonshine distillery. By tweeting @Discovery #moonshiners and hashtagging ingredients, flavor profile, and packaging, fans and moonshine enthusiasts alike could influence actual flavoring of the moonshine produced at the Kings County Distillery in Brooklyn, New York.

Fans were able to watch the distillery live online to see their tweets take effect and witness the distiller produce moonshine in real-time. Select participants were also able to enter for a chance to win custom Moonshiners prize packs with select items from the set of the show delivered to them in actual moonshiner oak barrels. We worked with BuzzFeed to seed custom editorial content to build buzz around the activation and the show’s premiere.

The tweet-powered distillery was a first-of-its-kind program that blurred lines between the digital and physical worlds, allowing people to take part in a digital process with a real-world implication and transforming fans into moonshiners themselves. Not only did the program offer fans an innovative way to interact with the brand, the program delivered impressive results. Over the course of the media campaign, there were over 35,000 mentions of #moonshiners on Twitter, generating more than 1MM earned impressions. More importantly, this second season premiere became Discovery’s highest rated Wednesday night series to date, as well as the #1 in primetime cable.