“We’re addressing a bigger, deeper impulse – the mentality of the host – and treating ‘Cheers to the Host’ as a brand in itself,” says Erich Parker, vice president at Brown-Forman’s agency, Blue Chip, Chicago. “The real opportunity is giving people fresh ideas when they can’t go to bars, restaurants, games or big events, so they can elevate the at-home experience. That’s why food is prominent, and the hub connects to Facebook and Pinterest as the central point in a digital ecosystem for entertaining.”
The Cheers to the Host site is the hub for all portfolio-based communication supporting national accounts. True success of the programming will be measured by observing sales lift in those accounts, Parker says. However, he adds that engagement with the site and its related social channels will be viewed as a proxy for purchase intent.