Patrón x Genius Live
Genius partnered with Patròn through an original program designed to position Patrón top-of-mind and at the center of holiday celebrations. Genius and Patrón collaborated with Ty Dolla $ign for a custom Genius Live, a virtual concert where fans control the show. The program also included a custom IRL video and high-impact media tactics during the holiday season.
The goals of the campaign were to increase consumption amongst loyal Patrón silver drinkers, reach consumers in environments they are passionate about and drive consumers to Patrón’s site to purchase online.
I served as the lead producer for this integrated campaign which consisted of; a custom Genius Live performance with Ty Dolla $ign, social content promotion leading up to the event, a custom IRL video with social shoulder content, and a charity donation.
Custom Video Content
The custom video of the Genius Original Series, IRL, premiered on the day of the Genius Live event and featured an interview with Rob Markman and Ty Dolla $ign. The two partnered with mixologist, Steph, to create a Patrón cocktail inspired by Ty's lyrics. The video encouraged the audience to share a toast with loved ones and to tune in to the Genius Live performance.
Custom Genius Live
Genius Live, an experiential platform with a live and fully interactive performance was headlined by Ty Dolla $ign. Fans controlled the show by voting on the setlist, asking for a shoutout, and tipping/buying interactions for a holiday cover performed by Ty.
Ty donated all proceeds from the show to the NAACP Backing the B.A.R. program, a custom initiative between Bacardi & NAACP which provides grants to Black-owned businesses, accounts, and retailers providing the resources and education they need to succeed in the alcohol/beverage, bar, and restaurant industry.
The event was streamed for free on live.genius.com, with the performance simulcasts on YouTube, Instagram Live, Facebook Live, and Twitch.
Custom Social Event Recap Video
Video created to recap event highlights the Genius Live performance headlined by Ty Dolla $ign.
Program Amplification
Custom social content was created to promote the Patrón x Genius Live event across Facebook, Twitter, and Instagram. The event flyers were shared by the talent on his social platforms. The newsletter email blast, along with the custom article, announced Ty Dolla $ign as the headliner. This allowed us to drive tune-in across several platforms to ensure maximum viewership.
