Cabo Wabo Tequila's "The Road to the Royal"

We took a consumer insight - an affinity for BBQ - and blew it out into an influencer-driven multi-state tour, resulting in months of digital and social content, and culminating with the biggest, baddest party at The American Royal World Series of Barbecue in Kansas City.

CHAPTER 1: The Road to the Royal begins. Follow Michael Mixon's summer-long journey to the perfect brisket, new Cabo drinks and the ultimate BBQ party. It's going to be 110% Thick Cut.

LONGFORM ChapterS

We created 6 "tentpole" chapters, taking BBQ Pitmaster Michael Mixon on a journey through the south to discover the perfect Thick Cut Brisket Recipe. What's Thick Cut? It's the Cabo Way, taking a bigger cut of everything - whether it be the distillate or in life.

More Episodes

Inject some flavor into your drink game. Meet Michael Mixon's new Thick Cut Bloody Mary.

DRINK RECIPES

Each chapter was supported by a new, unique drink recipe video, short and to-the-point to keep consumer engagement consistently high.

More Recipes

All bull. No s#!@. Thanks David.

DISRUPTOR CONTENT

You probably didn't know what Thick Cut meant before visiting this page - so we assumed some of our target demo didn't either. That's why we created several short disruptor pieces, providing everyday examples that tied back into each chapter.

More Tips

My Contributions

Working with the team to conceptualize and build the deck for tentpole and supporting content
Writing and posting all Social Media post copy for Cabo Wabo Tequila
Writing all Social Media post copy for our influencers - Michael and Myron Mixon
Working with partner Thrillist to ensure articles met brand objectives
Assisting in writing video scripts, dialogue
Assisting on-site for various shoots
Moderating all social channels, including YouTube, to interact with our demographic
Brainstorming with the larger team to execute the final event at The American Royal