The Challenge
Wild Turkey’s Behind The Barrel experience isn’t your ordinary industry meet-up; it’s an unforgettable ranch-based adventure celebrating outdoor pastimes at the core of the Wild Turkey brand.
This year, Soho was asked by Wild Turkey to take the program on the road, executing a scalable touring experience with new challenges that would broaden the reach into the trade community. Each experience needed to educate, entertain, and ignite a fire of camaraderie amongst our old friends and newly forged trade family.
The SOLUTION
Since we couldn’t be at the Wild Turkey brand home, Soho brought the brand home into the wild. Whether activating amidst urban sprawl or on a good ol’ country ranch, Soho curated an experience that can be replicated consistently in every market providing trade friends with an atmosphere that transports them to the Russell’s back yard.
From communal campfires and outdoor sporting to country cookouts and Behind the Barrel alumni ‘counselors’, the program gave guests a reason to explore the great outdoors, learn about the legacy of Wild Turkey and take home some unforgettable memories with new friends.
THE RESULTS
50
Trade Members
2
Markets
1
Rare Breed
