A fabulous activation with Flock!
Flock is a new limited-release RTD that’s available in Auckland, and along with launching their social presence and managing paid media, we were also tasked with the challenge of creating a buzz-generating activation during March.
Wide coverage of the activation through all platforms and a significant increase in followers.
Influencers, Strategy, Creative, Activation Implementation
Flock is a refreshing mix of vodka and NZ sparkling water with two delicious flavour options – Lemon and Hibiscus, and Apple, Pear and a Twist of Lemon. This fresh, fun brand is all about inclusivity, positivity and celebration – so these three core values were our jumping off point for ideation around the activation.
What we did
Our first concept was a Flock-sponsored drag brunch at the iconic Calcuzzi Cabaret on Karagahape Road – Flock’s Fabulous Drag Brunch. This would have seen three drag queens putting on a brilliant show whilst Rupaul’s Drag Race Down Under contestant, Anita Wiglit, would MC the experience. We would provide bottomless Flock drinks to accompany the tasty brunch and fabulous show, and we’d have 50 competition winners join us for the fun.
The mechanic to win would be to ‘Tag a friend who you’d Flock on down to drag brunch with!’ on a @FlockDrinks post, then 25 winners would be selected and contacted so they and their friend could join us for the activation. We’d also have a camera crew there to capture footage of the experience to then share on socials.
But then a new surge of covid came, putting a stop to this idea.
But we’re quick on our feet and pivoted this initial concept to a socially-distanced, one-on-one experience for 5 lucky influencers in Auckland. The Flock Drop In concept consisted of us driving two drag queens from Calcuzzi Cabaret to the homes and offices of 5 of our favourite Auckland influencers to drop off some brunch, Flock and provide a one-on-one drag performance!
The client loved the concept, so we quickly collated 5 eager influencers, 2 fabulous queens and a crew of 3 to capture the spectacle – it was show time!
The activation ran as smooth as a freshly styled wig, delivering brunch, Flock and a fabulous show to influencers from the radio, business and entertainment worlds! Influencers were phone-in-hand throughout the dazzling lip sync performances, capturing content to share with their thousands of followers. We had great feedback from everyone involved and generated some great results, including:
- We created 3 professionally-shot pieces of content showcasing the activation for Flock’s Instagram
- We received coverage of the activation on 14 Instagram accounts and 1 TikTok account, with 40 Instagram Stories, 1 Instagram Image Post and 1 TikTok video being shared
- We saw a surge in followers after the activation, thanks to the influencers tagging the fledgling @FlockDrinks Instagram account in their stories and posts