Cheerwine, a cherry soda relatively unknown outside of the south, asked us to energize their existing fans and build excitement for a national roll-out.

To accomplish both objectives, we created a Cheerwine experience that would celebrate their southern roots with nationwide appeal: 

The Legendary Giveback with The Avett Brothers.

• 68 million media impressions with an audience reach of 1.5 million
• 32,000 sweepstake entries
• 25,000 new Facebook Fans
• Over $70,000 and over 21k hours donated to charity

We helped a lot of people while putting on one hell of a show, so of course the fans and the Avetts wanted to do it again the next year.

Here's their recap of the Legendary Giveback II:

Agency: wwd&s
ECD: Harry Woods, Gill Witt || AD: Dan Gearity, Eric Altbush || CW: Beavan Mahaney, Oliver Adriance, Thomas Scaglione

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