The goal was to develop a cohesive and innovative concept that demonstrates how Crown Royal 18 pays tribute to the exceptionally rare character emanating from urban communities. The aim was to showcase that Chopped & Screwed and Crown 18 are experts in the art of blending.
The objective of this campaign was to honor the exceptional and rare treasures within the Houston community, while defying conventional notions of luxury and embracing the dynamic, contemporary elegance of Crown Royal 18. Taking place on DJ Screw Day (June 27th), the event brought together OG Ron C, the founder of Chopstars, along with Dr. Anne Lundy and the Scott Joplin Orchestra for an extraordinary Chopped & Screwed opera and tasting experience. To amplify the impact, the musical performance was made available on Spotify, with every listen and download generating contributions towards the Community Music Center of Houston.
A once in a lifetime event that truly captured the extra rare essence of Chopped & Screwed and the craftsmanship of Crown Royal 18. Organic Social Results: All pre-event Instagram Reels averaged 21k views (higher than estimated 12k views based on CR Reels 6 month rolling benchmark) PR Results: 15 EARNED PLACEMENTS (KPI Hit), 229M+ IMPRESSIONS EARNED (+358% KPIs), 376 PRESS RELEASE PLACEMENTS (+84% KPIs) Funds raised: $25,000
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