Fantastic Voyage delivers fantastic results for Appleton


Appleton Rum was looking to introduce its tasty spirit to a new set of consumers and grow its database. But with a broad target audience and a relatively small marketing budget, maximizing results became a real challenge.

B-F Online recommended reaching a sophisticated African-American consumer by partnering with the Tom Joyner Foundation's "Fantastic Voyage" - an event that provides opportunities for fellowship and fun, all in support of the advancement of historical black universities and colleges. B-F Online created an online-only sweepstakes that entered consumers to win two tickets on the Fantastic Voyage cruise ship, and supported it with online advertising on web sites targeting African-American consumers, such as Black America Web, Black Planet and AOL Black Voices.

The result? Appleton added over 7,500 new consumers to its database at a cost of just $3 / consumer.