October’s ‘Fly Beyond’ campaign produced one of the Top Five brand videos of 2013, and drove interest in this 16-year French brand now owned by…(surprise!) Bacardi.
A TV spot with cellar master Francois Thibault outlined the brand’s heritage; a week later a pop-up shop in New York gave away French bread made with the same wheat used in Grey Goose, and select invitees were given a vodka tasting hosted by Thibault.
Finally, a digital billboard in Times Square displayed user-generated Instagram content with the hashtag #FlyBeyond.
“Users who snapped a picture of the sky and tagged it with the hashtag could have their pictures displayed on the billboard, and overlaid with the brand’s signature flying geese – removing the gap between physical advertising and social media,” L2's team wrote.