CHALLENGE

Integrate music into Cracker Barrel’s already existing Countdown to Christmas promotion that will create awareness for the brand and program.
 

 

SOLUTION

Launch the Countdown to Christmas campaign in a big way by partnering with country superstar Martina McBride during her ‘Joy of Christmas’ tour by creating a platform where Cracker Barrel consumers could submit a video nominating someone they felt deserved a weekend getaway to Nashville to not only see Martina’s show with the Nashville Symphony, but to have a Cracker Barrel catered dinner before and meet Martina. In addition to this launch Cracker Barrel partnered with Martina and Josh Turner to create exclusive videos of classic Christmas song covers or one’s off their latest albums. In addition, Dailey & Vincent, who released their first-ever holiday album, did a special Facebook live performance at Fort Campbell for the U.S. Military, and Brett Young hosted a scavenger hunt for concert tickets spanning multiple Cracker Barrel locations.

RESULTS

Almost 10 million impressions on socials


16 million earned media impressions


26 million total impressions for Cracker Barrel


Over 115K engagement and 780K minutes of content watched

 

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