The Grey Goose Garden Bar combined the strengths of 3D audio and the latest in audio science.
Grey Goose wanted to rival Aperol Spritz and do something that created talkability and stayed true to the premium nature of the brand.
We created a world-first; The Grey Goose Garden Bar. A Branded podcast that combined the strengths of 3D audio and the latest in audio science, Sonic Seasoning, to create a first of it's kind listening experience.
Sonic Seasoning is music composed specifically to heighten the taste of the final product.
Listeners enter the three-dimensional audio landscape of The Grey Goose Garden Bar, then their host Brooke Boney guides them through mixing a unique, delicious Grey Goose cocktail.
Then, while the listener drinks their cocktail, they'll hear a tailored musical composition – crafted specifically to enhance the taste of that Cocktail!
Broadcast gave us the broad reach we needed to launch this innovative experience to a large audience. Digital platforms allowed us to target people listening on headsets, so that they could be introduced to the immersive experience of 3D audio.
Social was used to draw other listeners into the experience and PR bolstered the campaign and built the fame for Grey Goose. Using multiple platforms ensured that we expanded our reach and drove key associations that allowed Grey Goose to be salient over summer.
58% took some kind of action*
86% increase in unprompted first to mind **
NPS increase of 36.5 pts
*of those who listened to the podcast
** of those exposed to the campaign
SOURCE: SCAiQ_GreyGoose_Post_January22