Joe Kay Hidden Gems Tour x Diageo

OBJECTIVE: INTEGRATE THE DIAGEO SPIRITS BRAND STORY INTO THE JOE KAY HIDDEN GEMS TOUR EXPERIENCE IN CHICAGO ON ST. PADDY'S DAY.

DJ, Soulection co-founder/Apple Music host of Soulection Radio, Joe Kay launched his tour in March 2022 with a 4-hour music experience. The tour, which largely featured no openers, focused on bringing the gems many of his fans have listened to online to real life, creating an in-person community of Soulection Radio music enthusiasts. To enhance this 4-hr experience on St. Paddy’s Day in Chicago, we teamed up with liquor brand Diageo to launch custom activations during the event. 

To integrate the Diageo brand seamlessly into the night, we activated a custom themed photo booth, custom cocktails, and product activation into the Joe Kay 4-hour experience, making products like Don Julio, Bulleit and more within the Diageo family the drinks of choice for the event. For the set-up, we created a round-like experience, allowing the fans to feel closer to the artist during his set. The event resulted in over 700 attendees.

Location: Chicago, Illinois