Going Viral: The “Canbassador”

When Union Wine Company shared plans to hire a “canbassador” to drive their wine tasting truck across the United States for pop-up events and music festivals serving the brand’s famous Underwood wine in a can, we recognized all the ingredients for a viral moment. We immediately drafted a pitch with a shareable subject line, crafted a strategic list of writers and editors on the forefront of topical news and assembled assets to fulfill any image or interview requests.

Within 48 hours, we secured 327 million media impressions. Notable coverage included Good Morning America, Time, Cosmopolitan Magazine, Thrillist, Food & Wine, Brit + Co, Mashable, HelloGiggles, Travel + Leisure and more than 50 other digital and broadcast outlets, leading to 1,200 applications for the job. While the position was only open for one week, the viral canbassador coverage created a lasting increase in brand awareness. Union Wine Co. saw a 3,000% increase to their website, 73.4% of which were first time visitors, as well as over 600 new Instagram followers.