Country megastar Kenny Chesney looked to make waves with Blue Chair Bay, his line of
Without Chesney’s direct involvement, we tapped the next best things to reach the brand’s female, mid-30s target: his personal brand equity and fan base. Our Blue Chair Bay Blogtender Nation program riffed on No Shoes Nation, the name Chesney had bestowed upon his legions of fans. The recipe was simple and packed a punch: turn high-influence food and lifestyle bloggers into cocktail inventors by providing our rum, a recipe theme…and a few easy pointers.
More than 50 high-octane bloggers joined Blue Chair Bay Blogtender Nation (all but two unpaid), reaching 10 million-plus ideally targeted fans. Posts from Nation members consistently ranked among top 20 traffic drivers to BlueChairBay.com