Wild Turkey - The Turkey 10

This case study describes a campaign in Australia by Wild Turkey, a whiskey brand owned by Campari, which used social media based around grassroots sport to position its brand.

Wild Turkey - The Turkey 10

Ian Czencz

Campaign details

Brand owner: Campari AustraliaAgency: MATCH Media and SCABrand: Wild TurkeyCountry: Australia

Executive summary

This is the story of an Australian campaign called 'Wild Turkey – The Turkey 10', which tapped into one of its target's passions, sport, in a way that built the campaign from the grassroots up, generated its content from Wild Turkey drinkers themselves, and totally re-engineered the way Campari utilised social media, content integration and digital; eventually going on to win numerous media awards.

Wild Turkey Bourbon was...

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