Inspiring Australians and Wild Turkey to take the trails less travelled
Promote Wild Turkey’s “Spirit of the Wild” brand platform across social media and build a community of fans.
In an effort to fuse social media with the great outdoors, I created the Wild Turkey Hunt, an digital experience and hub that gamified our great outdoors, and inspired players to get off the beaten track.
We hid Wild Turkey within the best trails and natural wonders of Australia and challenged users across Facebook, Instagram and Twitter to tell us where it was through a nifty Google Maps integration. To those who were the closest came the chance to Limited edition merch.
While our objective was to build Wild Turkey’s CRM database, we encouraged Aussies to hit the road IRL by providing adventure plans with information on what to explore, where to stay, eat and drink - helping to rejuvenate local businesses hit by covid and wildfire.
We worked closely with Wild Turkey and enlisted Hollywood's finest Matthew McConughey to help promote fans to get out into the bush and help the communities get back on their feet.
Additionally we went out in the wild with renowned photographer Matt Cherubino to capture content to support the campaign, that would be used globally.
2.5m Reach on Social
101% Database growth
6.1m Impressions