From Newsjack to Integrated Campaign

It was a once-in-a lifetime moment for Proximo Spirits-owned 400 Conejos, when the news broke about Bad Bunny hosting the Big Game’s halftime extravaganza. The world’s top-selling mezcal brand, whose name literally translates to 400 Rabbits, wanted…needed…a breakthrough newsjack that would associate it with the Latin music juggernaut while staying well within copyright and other usage guardrails

Our heads and hearts steered us to something big, floppy eared and adorable: The 400 Conejos Bunny Bowl.

Picture six twitchy rabbits sprinting to the goal line of a mini stadium – turf, endzone and all – livestreamed on the brand’s YouTube and Instagram just hours before Bad Bunny himself would take center stage. All for a good cause: rabbit adoption advocacy.

The great race needed its own signature cocktail: the pineapple- and guava-kissed 400 Conejos No Bueno Bunny, invented fresh for the occasion.

We led an interagency team that supplemented earned media and influencers with paid social media and search, paid influencer support and website marketing.

By the time the race had been run, all said and done, 400 Conejos sat atop relevant GAI search results, with Bunny Bowl capturing the #1 ranking for cultural events centered on the Big Game. It stemmed from an epic sprint starting a few days prior that generated some 400M earned media impressions and nearly 30M potential social impressions via a corps of earned influencers we had enlisted.