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Hennessy Canelo Fight Night Case Study Main Image

Background

Never stop. Never settle. In 2017, Hennessy and world-renowned boxer Canelo Alvarez formed a partnership to bring this mantra to life for fight fans nationwide. Both the cognac brand and Golden Boy believe in facing obstacles head-on and the importance of community and family in building an enduring legacy. Hennessy brought us on board to bring this collaboration to life and drive fan engagement during the Canelo vs. Callum fight that year.

Hennessy Canelo Fight Night Case Study Interlude Image

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

Our solution

No fight night is complete without proper swag. To drive brand awareness and real-time conversation during the showdown, we built a campaign inviting fight fans to tweet #HennessyFightNight + #HennessyPromo to participate in a Twitter giveaway. Our social listening technology distributed unique microsite links to fans who participated, allowing them to instantly enter for a chance to win. We awarded Hennessy Fight Night kits in 11 key markets and fulfilled each kit within one hour of participation, allowing winners to cheer Canelo in Hennessy style. Fans participating outside of on-demand deliveries zones received a subscription to DAZN so they could instantly stream Canelo's fight. Our platform's combination of real-time winner selection, on-demand fulfillment, and instant digital rewards enabled Hennessy to drive instant gratification from fans at scale.

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

@LyndahTv

Thank you for my prize!! Shoutout to @DoorDash for delivering asap!! #HennessyPromo #HennesssyFightNight

@elisa_cure

Thank you @HennessyUS & @gofooji for the #HennessyPromo #HennessyFightNight

@Clasyone2

@gofooji thanks for the great Hennessy merchandise! #HennessyFightNight #HennessyPromo

@wenyjackson

Thanks @gofooji for this amazing shirt and hat love 💗 it.aAnd thanks to #HennessyFightNight + #HennessyPromo

Highlights

- Brought the fight experience and excitement to fans at home - Generated over 6K tweets on fight day - Fans celebrated with Hennessy as Canelo came out on top

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