Challenge:

Brands are always trying to find new and exciting ways to attract and maintain their customers. Swisher Sweets and the Hip Hop genre have always had close ties, but how can the brand capitalize on that bond to attract consumers?

Solution:

The answer was to surprise and delight consumers with the music they love. By putting on pop-up concerts, also known as Pack Nights, in major cities across the United States. Swisher Sweets could provide one of a kind experiences that their consumers wanted to share with their friends and followers via social media.

We produced experiences in major cities across the US in which fans were able to attend concerts at iconic venues and see emerging artists alongside famous R&B artists Gucci Mane, Desiigner, Fetty Wap, Machine Gun Kelly, Cardi B and many more. At each Pack Night, an up and coming artist was awarded an opportunity to attend the finale event in New Orleans where all headliner artists performed. Content was gathered and promoted throughout the year.

Campaign In Action:

• 10 ‘Pack Night’ concerts in Los Angeles, Detroit, Philadelphia, Atlanta, and an end of the year ‘Take Over’ event in New Orleans.

• Concerts featured top Hip Hop artists Gucci Mane, Desiigner, Fetty Wap, Cardi B and Machine Gun Kelly

• Captured ‘Swisher Smoke Lounge Series’ where new artists interviewed headliner artists while enjoying a Swisher Sweet.

• Promo shoot, award show production and content creation during the Swisher Sweets ‘Spark Award show.' The Spark award was given to hip hop artist, Gucci Mane in 2018, Cardi B in 2019 and DaBaby in 2020.

• Swisher and Taillight targeted country music fans with the ‘CMA Fest Country Concert Series’ with Facebook Live events.

• Robust and strategic media strategy to push new content to fans.

• Management and growth of Swisher’s social media presence.