Cabin Fever Maple Whisky 360º Programming and Tour

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The Cabin Fever Maple Whisky Launch,
"Whisky from the Woods" Tour,
Cabin Giveaway Sweepstakes and Digital Tie-Ins,
Brand Style Guide and Standards

After receiving national distribution, we needed to drive awareness of Cabin Fever Maple Whisky and bring "the woods" to the people of America. So what better way to achieve that than to tour the country with our very own cabin from the woods experience!

We visited different festivals and events to share our story, share our liquid and have a great time overall. We absolutely love our consumers; through social media we connected with them, kept them updated on our adventures, where they could find us next and also gave them an opportunity to enter for a chance to win an actual cabin! At the end of the tour, we gave away the cabin to one lucky winner.

The tour was so successful that we were asked to do another one – so The Whisky from the Woods 2.0 Tour was born and at the end, we gave away a second cabin. Check out the entire program below.

Cabin Fever Maple Whisky Launch:
Point-of-Sale and Collateral Materials

Cabin Fever "Whisky from the Woods" Tour

What does the truck that pulls the cabin look like?

When designing the truck wrap, we wanted to make sure it not only aligned with our brand voice, but also acted as a mobile billboard. I mean, c'mon.... you're driving down the highway and see a truck pulling a cabin... you're GOING to be curious and want to know what this magic is. Leveraging this curiousity was a no-brainer. Our truck is donned with heavy branding, drive to social and web, and even Cabin Fever branded bumper stickers with funny sayings like "My other car is a cabin, " all tied together with the classic faux "wood paneling."

Some Statistics

Our mobile Cabin was built in Oregon has been traveling U.S. on tour since March 1st 2013 beginning in Orlando FL to introduce Cabin Fever to consumers nationwide.
–Total Impressions: 2,919,000 (based on 21,000 Miles Driven)
–Events in 16 states and 33 cities
–Samples Distributed: 240 (majority of sample numbers MKTG)
–Premiums Distributed: 13,590
–Neckers/Takeones Distributed: 15,529
–Average age: 25-45 years

What does a sampling table "from the woods" look like?

What would a sampling table look like if it were "from the woods?" When I was concepting how the cabin sampling would come to life, I knew it couldn't just be "any" table for sampling. We're from the woods and we use what we have readily available. The tables are rustic; slabs of unfinished wood on top of branded burlap, "held together" by big red vice grips. The idea was to have it look like we put this together with what we had readily available at our New England cabin to align with the brand essence.

Also, check out the miniature replica of the original still on the back table specifically re-created for this tour by the very own founder of Cabin Fever Maple Whisky – Rob Robillard. The original still – affectionately name "Buck" – was created by welding two lobster pots together and the rest was history!

Meet Buck!

Decorating A Cabin

One of my responsibilities was to decorate the interior of the cabin. i wanted it to be rustic, genuine, inviting and accurately represent the traditional New England cabin. Incorporating heavy-hitting New England icons such as the snowshoe and sled, with classic cabin-esque paintings and decor, we brought "the woods" to the people.

As the event team would stop at different geographic locations, I asked them to pick up the daily local newspaper of the town or state they were in and place it on the table near the door with the eyeglasses and Cabin Fever mug to further connect witih consumers on an emotional and relevant level.

How Does A Cabin Come to Life?

How does the cabin come to life when at a sampling event? Below is my initial conceptual rendering around the cabin activation elements, then how they came to life throughout the tour.

We produced the light-up giveaway spinning wheel, the Cabin Fever cornhole game, the social responsibility "moose crossing" sign, sandwich board sign, table signage and more. We did propose a backdrop to have your photo taken and shared on social media. I also had the build of adding bumper stickers to the cabin at each location the cabin visited. Overall the tour was a huge success and so much fun to work on! I am passionate about my work, and it truly shows through in this project.

Spinning Wheel, Sampling and Giveaways

Our oversized spinning wheel, design courtesy of yours truly, was a huge success! Not only did it engage consumer and give them a chance to spin the wheel for a prize (happy consumer photos below), but it was also a great way to attract attention to our sampling station to get liquid to lips. At night, the spinning wheel would come to life with animated lights for even more of an impact.

Connecting with Consumers via Social Media

We kept our consumers up-to-date with our adventures through real-time Facebook and Twitter updates and conversations. The brand voice is laid back, friendly, fun and we made sure that came across in all and any communications with our consumers. Some consumers would even connect with us before, during and after attending an event we were at!

Some metrics from during the tour –

Integrated digital and event program
Social engagement fueled by event content
–Total Social Media reach 700+
–We have gained over 41,000 Fans on Facebook since March 1.
–Total Entries into sweeps = 87550
–Total Facebook impressions since March 1= 1.7 million
–Viral FB impressions since March 1= 600k (35%)
–Organic FB impressions since March 1= 1.1 million (65%)
–Top 10 posts (by engaged users) in this time period were all sweeps related.
–Most people reached with a single post was 28k (the 6/20 response post to Free Stuff unlimited). That same post engaged 5,700 people.

The "You're never too old to climb a tree (especially if you're being chased by a moose)" post on 6/8 was our most popular non-sweeps related post, reaching 12,300 and engaging nearly 700.

Our #WhiskyWednesday picnic post on 6/19 was the second most popular non-sweeps related post, reaching almost 10,000 and engaged nearly 400.
–Twitter total impressions 884,842 from

March 1 – June 26th

Simultaneous Weekly Giveaways via Social Media

Throughout the entire tour, we simultaneously ran a weekly giveaway via social media. Items that were given away were quirky items you would find in a New England cabin, such as this set of "How to Eat a Lobster" plates won by Christina O. in Cedar Spring, Michigan!