Dead Bolt Wine
Introduce Dead Bolt Wine to the trade and distributors through a unique event experience to increase awareness and passion for Dead Bolt Wine. Reinforce Dead Bolt’s ‘Dare to be Different’ platform in alignment with Alcatraz Island through the “break into it” event thematic.
We invited key influencers to San Francisco for a week of launch activities. The kickoff event was a tour at the company’s vineyard— and prior to this, Dead Bolt partnered with a key account, Hard Rock Café, to host a pre-party on the former prison island of Alcatraz.
Leading up to the party, Dead Bolt promoted via social and paid media a contest to find a band to open for its headliner, platinum-selling alt-rock band Young the Giant. This added a consumer element to what was otherwise a trade-oriented campaign: Not only did music fans nominate bands for the honor, but they also voted on the subsequent shortlist of 10 finalists.
The party itself began with 250 guests getting mug shots taken at Pier 33 before being ferried to Alcatraz Island, where they were given a private tour by National Park Rangers before enjoying cocktails in the mess hall. From there, models dressed as prison guards escorted guests onto a yacht where they could design custom T-shirts, sip cocktails, and watch Young the Giant in concert, followed by a meet-and-greet with the band.
Dead Bolt met their objectives of creating lasting relationships with key clients by providing them with a once in a lifetime experience.