Grey Goose’s Fly Beyond campaign – featured in our Digital IQ Index: Spirits – is an example of a successful campaign featuring brand heritage, user-generated content, television and outdoor advertising. Grey Goose kicked it off in October with a TV ad featuring Francois Thibault, who developed the brand’s vodka recipe. A bartender narrates the story of a Frenchman ridiculed for wanting to create vodka in a country famous for wine. A week after the campaign, Grey Goose opened up a pop-up shop in New York that gave away French bread made with the same wheat used to make the vodka. Tibault gave tastings to VIP customers in the back room.
Grey Goose encouraged user participation by displaying Instagram photos tagged #FlyBeyond on a billboard in Times Square, overlaying them with the brand’s signature flying geese. Since October, the brand has opened a pop-up bakery in London and hosted an event in Chicago. The Fly Beyond TV commercial was viewed 2.5 million times on YouTube and the Instagram account has more than 17,000 followers.
Fly Beyond was successful because it reached consumer offline, online and on television, and incorporating the brand’s story and heritage solidified its prestige status.