Nantucket Island Blitz

Role: Cross-functional Project Manager

the story.

Figawi…Figawi…WheretheFugahwe? These are the words, coated in a thick Boston accent, that were shouted into the fog from bow to bow, as the three boats racing from Hyannis, MA to Nantucket Island could hardly see 5’ in front of them and had no idea where they were going. From this day, the Figawi Race was born, taking place annually, every Saturday of Memorial Day Weekend since 1972.

New England is special place because it plays host to specific playgrounds during certain seasons - mountains of the northern states in winter, foliage across New Hampshire & Vermont in the fall and Cape Cod & the islands in summer.

Nantucket has its own storied history, and this place is home to countless traditions - one of them being the unofficial kickoff to summer - Figawi Race Weekend.

summary.

We wanted to find a way to raise awareness of Red Bull on island, a place we only had a few very short months to drive sales, and we decided to do this through a sales blitz, directly leveraging our marketing assets - the Wings Team.

The Red Bull Wings Team played an incremental role in driving product trial and awareness leading up to one of the busiest weekends on the year on island. The strategic sampling that I put together alongside my On-Premise sales counterpart, directly led to 11 new accounts being signed that summer, leading to thousands of incremental cases sold on island, while also introducing the market to new product offerings - The Summer Edition: Kiwi Apple.

Since having the Wings Team on island was such a unique opportunity, we also collaborated with a local photographer to capture summer specific brand, product and lifestyle images that were used on social media to generate tens of thousands of impressions, specifically activating our newest product SKUs to roll out in markets across the country.