Spiced rum brand Sailor Jerry is taking its social media conversation offline with a cross-country music festival tour that features six branded Airstreams. The Colorado, Illinois and New York leg of the tour wrapped on Nov. 20, while the other three vehicles are visiting warmer climate events in California, Florida and Texas through the end of the year. The 2012 kickoff of the tour is tentatively scheduled for Super Bowl weekend followed by a visit to the South by Southwest Festival in Austin.
The Sailor Jerry Airstream Tour evokes the rum’s inspiration, tattoo legend Norman “Sailor Jerry” Collins and his independent spirit. The Airstreams each feature unique interiors. One becomes a green room for bands and some have tattoo artists on-site or are equipped for a barbeque.
“We do a lot with independent bands with which we have built a relationship over the years through blogging and giving them product and clothing to help them on tours. We’re well embedded in that industry now. To bring this to life we came up with the Airstreams,” Daniel Deephouse, brand manager at Sailor Jerry, told Buzz. “Our objective is to raise awareness and connect with our consumers and create opportunities for social media engagement, which is a big part of our fan base. We have extremely high rates of retweeting and messaging on Facebook.”
One social media engagement opportunity invites fans to meet up at one of the tour stops for a group picture that is uploaded immediately to social media via a photo booth on-site.
The Airstreams also serve to excite local sales teams, who tap into the tour to run marketing programs at local accounts. Agency: The Malbon Group, New York City.