Hennessy Broadcasts Wild Rabbit Campaign on Twitter
Cognac is an old-school pleasure, but thanks to a suite of new-school social media strategies, it’s being introduced to a whole new set of future tastemakers. To give the launch of the new Limited Edition Futura Bottle a boost in social currency (with all the right people, of course), Hennessy turned to Twitter, broadcasting its feed into a 16-foot by nine-foot digital wall where it live streamed the tweets of influencers at its events.
The wall was introduced during a launch event at Milk Studios in Los Angeles, and was located in the most visible area of the venue. It featured live tweets of influencers in attendance that promoted the new bottle using the hashtag #HennessyxFutura. It also linked to the brand’s “Wild Rabbit” campaign as influencers posted about what drives them to chase their wildest dreams. The digital wall created excitement for the event’s attendees and a tangible interaction for consumers that enabled them to feel connected to the brand.
With the incorporation of the digital wall, the brand was able to get its “What’s Your Wild Rabbit?” message out to wider range of consumers and was able to encourage influencers to engage from home or at the event. During the event, the live stream was visible to the more than 950 people at the party, which not only prompted all those in attendance to be active with Hennessy on Twitter, but also prompted other Twitter users to retweet and become involved with the overall campaign.