Case Study: Josh Cellars' Times Square Father's Day Extravaganza
Objective
For Josh Cellars, Father’s Day is especially poignant. The wine brand was created by Joseph Carr in honor of his late father, a volunteer firefighter who also served in the US Army. In 2017, the brand wanted to honor dad’s everywhere in a big way and provide an opportunity for consumers to publicly share a meaningful gift with dad to celebrate what makes their relationship so special
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Activation
To celebrate father’s worldwide, Josh Cellars worked with PJX to create a platform for people to publicly show their appreciation for dad. The brand transformed a 31’h x 55’w spectacular screen in Times Square New York into a live tribute to dads during the weeks leading up to Father’s Day. The animated screen asked viewers if they needed a Father’s Day Gift and invited them to write a personalized tribute via social media, and the messages were streamed on the digital spectacular throughout the month. Facebook users only needed to post to the brand’s page @JoshCellars while Instagram and Twitter users needed to make their setting public to submit their tribute. For a grander statement, people were invited to create a personalized wine bottle label with their dad’s name and photo which they could then share on the Times Square screen. Participants could upload a 90 character note and a photo and received a free label in the mail to affix to any bottle of Josh Cellars.
Results
At + 17,000 square feet this may have been the largest-ever endeavor to honor dads. Josh Cellars recognized 50,000 dad’s for millions of people to see and received much press / social impressions.