In the realm of innovative marketing strategies, blimps have created eye-catching and mesmerizing campaigns, capturing the imagination of both marketers and consumers alike. Leveraging these large, floating canvases to promote products or brands is an art form that necessitates precision, creativity, and a deep understanding of consumer behavior. In this context, the value of case studies showcasing past blimp-based marketing contracts becomes resoundingly evident. These case studies serve as invaluable repositories of insights, offering a treasure trove of lessons learned, best practices, and real-world outcomes. By delving into the successes and challenges of previous blimp -centric marketing endeavors, businesses can chart a more informed and strategic course for their own campaigns, harnessing the potential of these majestic airborne billboards while mitigating potential pitfalls.
The study below details our collaboration with Hendrick’s Gin on their award-winning marketing campaign, ‘The Flying Cucumber’, describing the strategy, social media approach, PR results, VIP blimp experiences, and more. No stone was left unturned as Hendrick’s Gin’s marketing team played an invaluable role in crafting an impactful and memorable promotional airship campaign for their beloved cucumber infused gin.
In collaboration with Skyship Services Inc and credited agencies, Hendrick's Gin introduced an extraordinary airship campaign. Their aim was to captivate and delight consumers, skyrocket brand awareness, and firmly establish Hendrick's Gin as one of the world’s most innovative and daring advertisers.
Running from April 2015 until August 2015, this remarkably triumphant campaign garnered mass media impressions:
The Flying Cucumber, an impressive 130-foot-long and 44-foot-tall airship, boasts a striking "eye in the sky" design that perfectly balances playfulness and a dashing sense of purpose. Embarking on an epic coast-to-coast journey during the Summer of 2015, it offered exciting expeditionary flights to like-minded adventurers in Los Angeles, San Francisco, Austin, Houston, South Florida, New Jersey, New York, Philadelphia, Boston, Detroit, Indianapolis, and Chicago.
"We have been continually surprised by the odd popularity of our unusual cucumber-infused gin," explained Hendrick's National Brand Ambassador Jim Ryan, "So taking on the challenge of air travel seemed like the next logical step."
The Hendrick's dirigible was engineered to adopt what Ryan described as "a slow and low" flight pattern, ensuring a "civilized speed of 35 mph." Cruising below an altitude of 1,000 feet, the Flying Cucumber allowed for what Ryan termed as "an invigorating view of the marvels below." Positioning itself against ordinary modes of travel, Hendrick’s Air’s majestic dirigible emphasized the excitement of an unusual and glamorous adventure through the clouds. Aiming to cement the Flying Cucumber in marketing history, Hendrick’s achieved an award-winning marketing campaign.
Renowned for their peculiar and "unusual" advertisements that reject all things mundane and ordinary, Hendrick's Gin naturally attracts a devoted and distinct customer base. Consequently, their greatest marketing hurdle lay in introducing potential new customers to the brand while still offering something exceptional to existing Hendrick's fans or cherished "unusualists."
The airship campaign's primary objective was to disrupt and capture consumer attention, while also creating awareness around Hendrick's delightfully curious infused cucumber flavor. Additionally, the campaign sought to engage and delight current customers. The challenge was to craft a campaign that harmonized with Hendrick's unique brand voice, celebrated their unconventional style, and distinguished itself from previous airship campaigns. Success hinged on addressing these challenges while seamlessly coordinating the numerous moving parts required to set a 130-foot dirigible in the sky across 13 markets in just 16 weeks.
The Flying Cucumber campaign came to fruition through the Hendrick's team's skillful blend of strategic visibility in target markets, captivating social media influencer rides, a widespread PR initiative, and exclusive, buzz-worthy airport and rooftop parties held in key locations. In a remarkably swift endeavor, Skyship Service’s team orchestrated an accelerated campaign, covering 13 markets within a mere 16 weeks. This comprehensive 360-degree marketing program successfully united Hendrick's Gin's functional point of difference - the cucumber essence, with its evocative differentiator- furthering the captivating and extraordinary world of Hendrick's Gin.
“A surreal and timeless experience, we roved the skies in a cucumber airship.”
– David Graver, CoolHunting.com
The Flying Cucumber campaign came to fruition through the Hendrick's team's skillful blend of strategic visibility in target markets, captivating social media influencer rides, a widespread PR initiative, and exclusive, buzz-worthy airport and rooftop parties held in key locations. In a remarkably swift endeavor, Skyship Service’s team orchestrated an accelerated campaign, covering 13 markets within a mere 16 weeks. This comprehensive 360-degree marketing program successfully united Hendrick's Gin's functional point of difference - the cucumber essence, with its evocative differentiator- furthering the captivating and extraordinary world of Hendrick's Gin.
The Flying Cucumber campaign came to fruition through the Hendrick's team's skillful blend of strategic visibility in target markets, captivating social media influencer rides, a widespread PR initiative, and exclusive, buzz-worthy airport and rooftop parties held in key locations. In a remarkably swift endeavor, Skyship Service’s team orchestrated an accelerated campaign, covering 13 markets within a mere 16 weeks. This comprehensive 360-degree marketing program successfully united Hendrick's Gin's functional point of difference - the cucumber essence, with its evocative differentiator- furthering the captivating and extraordinary world of Hendrick's Gin.
The campaign received an overwhelming response on social media. Thousands of consumers enthusiastically joined in on Facebook, Instagram, and Twitter to share their pictures of the ship, utilizing the hashtag #FlyingCucumber. Furthermore, consumers were actively encouraged to take part in the Cucumber Challenge, a social media contest that prompted them to share their best airship photos or showcase "most unusual" things with the hashtag #CucumberChallenge. By doing so, they had a chance to win a flight with Hendrick's Air. Ultimately, two fortunate winners from each market were selected and had the opportunity to fly in the airship.
The social media reach was significantly amplified by the various influencer rides that took place across the country. Metrics from Instagram flights involving social media influencers resulted in the following outcomes:
The Hendrick's Gin Incredible Flying Cucumber generated a lot of excitement wherever it traveled. Prominent media outlets such as AdWeek, Forbes, and local news channels were eager to cover the fascinating and eye-catching green airship. To capitalize on this attention, Hendrick’s PR team diligently arranged media coverage on leading networks and blogs. They also crafted tailored media plans for each market, resulting in great success in clarifying the purpose of the airship's presence over significant urban centers and, consequently, boosting brand awareness.
In order to enhance their PR and marketing endeavors, Hendrick's devised unique and exclusive events associated with the airship's arrival in specific cities.
Viewing Parties: Hendrick's carefully selected PR representatives, tradespeople (bartenders, bar owners), distributors, and other influential figures in specific markets to attend exclusive viewing parties called Hendrick's Air events. These gatherings, hosted on rooftops in cities like San Francisco, New York, and Chicago, were designed to amplify the excitement surrounding Hendrick's cucumber initiative in traditional media while offering an unparalleled and intimate experience for the attendees.
The viewing parties featured a dedicated Hendrick's bar and cocktail menu, along with brand ambassadors, all complemented by the captivating sight of the Incredibly Flying Cucumber gracefully floating overhead. The result was a resounding success, as these events effectively spurred word-of-mouth marketing, social media engagement, and press coverage, significantly boosting the impact of the campaign.
“On a perfect summer’s evening, with every rooftop bar in Manhattan jammed full, the Hendrick’s blimp lit up both the night sky and social media. Our Hendrick’s party at The McKittrick was a huge success. We beat our target with over 475 attendees: media, opinion leaders, SOTU members. But that was only the beginning. We had posts and calls from others: The new Whitney art museum’s private members party, the director of Shakespeare in the Park as the airship flew over Saturday night’s open air production of The Tempest in Central Park distracting the audience skywards, one of the partners of CSG, David Drucker, as the airship flew over his Empire Club where party goers rushed to take photos, and perhaps most cheekily, from the Pernod Beefeater party in Brooklyn. Much to their chagrin they had to suffer the spectacle of their guests all pointing skyward and raising their phones to snap the Flying Cucumber as it flew over! THANK YOU!”
– Harvey Purchase, SVP Marketing, USA Hendrick’s Gin
Airport Invites & Rides: With remarkable precision, Hendrick's orchestrated four distinct Airport Invites & Rides initiatives across all 13 markets. These four categories of guests invited to witness and partake in the airship experience comprised: Press, Influencers, Tradesmen/Distributors, Consumers.
Prior to the airship's arrival in each market, Hendrick's adeptly arranged Press and Influencer rides, providing them with the complete Hendrick's Air experience as described in the Campaign Details section above. For Consumer rides, lucky winners of the Social Media #CucumberChallenge competition were selected to enjoy the airship adventure, receiving a delightful assortment of Hendrick's air-themed merchandise and an enviable achievement to boast about.
As for the Tradesmen and Distributor invitees, they were chosen with strategic precision—either as esteemed Hendrick's Gin customers or as potential prospects to expand brand awareness and foster future relationships. Tradesmen were treated to a memorable evening, commencing at a bar where they relished the taste of an expertly crafted Hendrick's Gin cocktail. Following this, they were chauffeured to the airport by none other than Hendrick's brand ambassador, Jim Ryan, in a vintage Hendrick's themed car or motorcycle, complete with a sidecar.
These gatherings ignited word-of-mouth marketing, garnered significant press coverage, and bolstered the efficacy of social media marketing endeavors. In essence, the combination of airport rides and rooftop viewing parties elevated the campaign's status, solidifying Hendrick's Gin as an iconic and esteemed brand within the spirits industry.
Cocktail Academy: One of the standout initiatives orchestrated by the Hendrick's team was the Cocktail Academy—a truly distinctive experience that extended an exclusive invitation to local tradespeople, including bartenders, bar owners, and distributors. The purpose was to offer them an opportunity to partake in an airship ride, immerse themselves in the brand's essence, and acquire the expertise to craft delightful Hendrick's Gin cocktails.
The fortunate attendees were collected in a custom-designed Hendrick's trolley and transported to the nearby airport where the majestic airship was moored. Before delving into the Academy lesson and embarking on their airship flight, they were treated to refreshments and a sumptuous dinner. This all-encompassing event provided an unforgettable experience that allowed these tradespeople to not only enjoy the brand but also acquire valuable skills for crafting delicious Hendrick's Gin cocktails.
With the aim of leaving an indelible impression and spreading brand awareness, Hendrick's Gin collaborated with Van Wagner and credited agencies to orchestrate a large-scale, visually stunning airship campaign that stood out like no other. The campaign's triumph is evident from the tremendous response on social media and the extensive PR coverage it garnered. The Hendrick's brand expressed immense satisfaction with the overall execution and impact of the airship campaign in various markets.
In terms of sheer numbers, considering the relatively brief duration of the campaign (16 weeks), this ranks among the most successful airship advertising campaigns of all time.
