The Winning Shot used Manhattan’s grid system to map out the lines of a massive tennis court across the city. During the US Open, Grey Goose tracked the exact location of every winning shot. When a winning shot landed on the court, a party popped up in the city using the same coordinates. So when an amazing drop shot happened at the US Open, a spontaneous party was set up at the corresponding location on the map: 42nd and Broadway. When an epic overhand smash won the set, an impromptu party kicked off where that shot landed -- on 38th and 6th. When a piercing backhand was hit down the line, another party popped up on 16th and 9th. Each night, the location of the party was announced on social media as soon as the winning shot landed on the court.

The Winning Shot took place during the US Open tennis tournament, August 31st through September 13th. The campaign included OOH all over NYC, a cover-wrap around the New York Times, and a strong presence on social media. Each night, the locations of the pop-up parties were announced as soon as the winning shot landed on the court. To pull this off, Grey Goose worked with chic hotels and high-end bars across the city. Every party reached RSVP capacity within one hour of the announcement.

- On social media, brand engagement increased by 630%.

- The campaign achieved more than 330 million total impressions.

- Grey Goose pulled off record-breaking sales at the US Open.

- Every party reached RSVP capacity within one hour.