Company: Skyy Spirits
Campaign: Skyy Spirits' promotional partnership with Sex and the City 2
Agency mix: The Rose Group, Benson Marketing Group, Lambesis, Mindshare, Origin Agency
Lead agency: The Rose Group
In-house team: Dave Karraker, director of PR and events at Skyy; Jason Daniel, senior brand manager at Skyy
Skyy Spirits teamed with Sex and the City for its 2008 movie, in a partnership that Dave Karraker, director of PR and events at Skyy, calls "successful beyond belief." So it gladly partnered with the movie again for its sequel, slated for theatrical release later this month.
The multifaceted campaign includes co-branded advertising, product placement, promotions featuring movie-themed Skyy cocktails, sweepstakes to win tickets to the premiere, Skyyhosted charity screenings, and events featuring Sex and the City costume designer Patricia Field (pictured with a limited edition bottle, which she designed, paying homage to the film).
Because the campaign involves so many agencies and components, Karraker made it a point that all disciplines share internal data. The team meets regularly to give each other updates. "We do a lot of cross pollination," he says.
"You can discover new opportunities just about any time," adds Karraker, "and it doesn't necessarily come from the agency working on [that particular discipline]."
Brian Rosman, SVP and part-ner at the Rose Group, says working with Skyy since 2004 has helped the firm manage all of the campaign's varying components, which include stakeholders such as the other agencies, filmmakers, and Warner Bros. Studio.
"Skyy has done a good job of bringing the agencies together to share initial ideas," he notes. "Then the brand decides what it likes, and we go and do things on our own. And then the brand brings us back together at different points to make sure we're still touching base."
For example, Rosman says the Rose Group helped facilitate relationships between Field and the other agencies. "Skyy had been supporting events with Patricia for years, so we had developed a relationship with her," he adds.
Karraker explains that the agency's work with Skyy's entertainment platform has included other events with Field.
"That relationship allowed us to easily open the door to her for our Sex and the City 2 promotions," he says, "including working with a broad range of agencies collaborating on Skyy's efforts."