It was no secret that the Chairman of the Board and the finest Lynchburg whiskey were close friends. In honor of the 100th birthday of Frank Sinatra on December 12th, 2015, we created The Toastmakers – a mobile-first, Instagram-powered campaign that allowed Old No. 7 drinkers to raise a toast to Ol Blue Eyes.
We invited influencers & celebrities to help share the toasts, and ran 15 seconds videos on Instagram in our paid placements.
Within five weeks, we'd received over 1700 entries and gone from an also-ran on Instagram to the most followed whiskey brand on the channel. I'll drink to that.